Three has launched its 4G network in Ireland and naturally looked towards sport as the medium through which it would have the greatest appeal.
Robbie Keane was on hand in Dublin to talk about the benefits of faster mobile connectivity but the focus was on how he uses it to connect back to family while overseas, rather than on the download of sporting content.
The benefits in the latter are are of course implied by the fact that he is there wearing his Republic of Ireland kit, branded with the Three logo.
A survey of mobile users in the UK towards the end of 2012 found that 63% of respondents had viewed live TV on their phone during that year, up from 51% in 2011. Who can imagine how high that number might go for content from the Fifa World Cup this summer.
More importantly, the survey revealed that 84% of those who had watched a live sporting event had increased their use of live video and video on demand content after doing so.
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Sport can be the key to unlock the data potential of smartphones and to drive revenue as a result.
Three is the official sponsor of the Republic of Ireland international football team, having extended its partnership with the FAI until 2016 in a deal worth €4m last May.
When their takeover of O2 completes later this year they will also have responsibility for the Irish Rugby team and become as a result the largest single sponsor of Irish sport.
From January 27th Three customers will receive 4G network coverage for free so as to see the benefits. After that it will be a paid service with package prices starting from €4.99 a month.
A quick rolling out of the network is important for Three and important for Irish sport.
Lesson for Sport: Staying current with technology trends enables you to offer cutting edge opportunities for partners to showcase the difference they can make.
Lesson for Business: Sport is the key to unlock interest in your product and service, and subsequent revenue streams. The best partnerships go way beyond brand awareness.
