The League of Ireland has unveiled Buy4Pets Online as an associate partner of the league and the first-ever primary partner of The LOI Show.

The League of Ireland’s weekly highlights show covers the SSE Airtricity Premier and First Division and the SSE Airtricity Women’s National League.

It airs weekly for free on hosted by Oisin Langan, with a review of all the weekend’s action and analysis from a team of former players and pundits from across the League

Bringing onboard an online sponsor for an online offering is an achievement in the first year of operation and arose from inviting Company director John McKeown to one of the first live shows to be recorded in front of a studio audience in Sligo.

More live shows are planned in the weeks ahead including at Dundalk FC and next month in Derry in front of an audience of 250.

“With viewership and interest growing, we’re delighted to bring Buy4Pets Online on board as the primary partner for the LOI Show and an associate sponsor for the League of Ireland,” said League of Ireland Director Mark Scanlon.

“Since the start of the 2022 season, we’ve seen incredible interest in the League of Ireland nationwide, with attendances across the divisions continuing to impress. With that success, the League is becoming an attractive brand to associate with, and we’re delighted to welcome our new partners.


The decision to go with game by game passes this year was one that was requested by the clubs and has created a solid revenue stream which is well on target this year to covering its costs and paying a dividend to the clubs.

The numbers will vary week to week depending on the structure of the fixture list. If Shamrock Rovers, Bohemians, Derry City and Dundalk are playing away from home the numbers rise significantly and for the growing number of sold-out matches across the League, LOITV provides an extra bow to the visibility of the Leagues.

The fans are coming in from further afield as well with one in five viewers paying for access from outside of the Republic of Ireland.


Technically the data providers Sportradar do not yet isolate Northern Ireland from the rest of the UK so a fair proportion of those will be from Derry, Belfast and the surrounding areas but there are already strong cohorts of interest and support coming from the United States, Canada, Australia and Spain.

The FAI and the Clubs share the advertising pre-rolls and half time breaks allowing a wide spread of national and local businesses to be part of the broadcast and to see where the service has come to now from a standing start as a stand-alone service in February is impressive.

“We’ve always been huge supporters of the League of Ireland,” says John McKeon, the Company Director of Buy4PetsOnline and Petstop Discount Warehouse. “I was thrilled when we discovered this opportunity to partner with a brand that supports inclusivity in sports.”

McKown has been a long term supporter of Longford Town and Sligo Rovers and is steeped in an appreciation of what the domestic game has to offer.

“Since we are a homegrown Irish company, we place great value on local sport and community involvement. LOITV provides everyone with an opportunity to follow and enjoy matches from all three divisions at any stage from the comfort of their home.

“We hope as a new associate partner of the league and the first-ever primary partner of The LOI Show that we can continue to facilitate the growth of LOITV by highlighting it to our loyal customer base around the country.”


Sport for Business Perspective

It may not be a multinational partner with deep pockets but securing a partnership that works for both sides is another step forward in establishing LOITV as a revenue generator for the FAI, and a valuable service for clubs and fans.



Sport for Business Partners