Virgin Media has strengthened its commitment to the League of Ireland and the future of women’s football with the announcement of a new principal sponsorship partnership with Bohemians FC Women’s First Team.
The two-year agreement will see Virgin Media become the principal sponsor of the team for the 2026 and 2027 seasons, with the Virgin Media logo displayed on the front of the Bohemians Women’s home jersey. The partnership builds on Virgin Media’s broadcast involvement in the League of Ireland since 2023 and is the first time that the brand has been involved in a team sponsorship in the League.
The Official Launch of all three divisions in the SSE Airtricity backed League will take place today.
Bohemians’ Women’s First Team have competed in the top tier of Irish football since 2020 and enjoyed a breakthrough campaign in 2025. The side reached their first-ever FAI Cup Final, narrowly losing 3–2 to Athlone Town in a high-quality contest that underlined the rising standard and profile of women’s football in Ireland. The team also progressed to the Final of the All-Island Cup.
Announcing the partnership, Emer McCarthy, Director of Brand and Marketing at Virgin Media, said the alignment with Bohemians and the women’s game was rooted in shared values and ambition.
“As a challenger brand, Virgin has always believed in backing ambition and elevating voices that deserve to be heard,” she said. “The League of Ireland’s women’s game embodies that challenger spirit — full of resilience, passion, and an unshakeable drive to go further.”
“Just as our broadband keeps communities connected and powered for progress, this partnership allows us to extend that support beyond the screen and onto the pitch.”
“We’re incredibly proud to stand behind Bohemians Women’s First Team and the growth of women’s football in Ireland. This partnership reflects our belief that there is no such thing as ‘second best’ — especially for women forging their own path in Irish sport.”
At the launch, Bohemians vice-captain Fiona Donnelly highlighted the practical and symbolic importance of the sponsorship for the squad and the wider club.
“This is more than a sponsorship — it’s recognition,” she said. “It acknowledges the work happening across the women’s setup at Bohemians and gives us the support to push our standards even higher. Virgin Media already plays a huge role in bringing Irish football into homes around the country, so having their backing on the pitch too means a lot to the entire squad.”
“We are immensely proud of the continued growth of our women’s team,” said Daniel Lambert, Chief Commercial Officer at Bohemians. “We once again had the highest average league attendances in 2025 and made it to two cup finals, a first for the team. We hope to go one better in 2026 and bring the first trophy back for the team.”
“To have Virgin Media commit to the team and the club for this partnership is a testament to their overall commitment to Irish football. Virgin Media’s coverage of the Irish game allows young kids across Ireland to connect with their heroes. At Bohs, we have over 50 youth teams, both boys and girls, and their heroes play at Dalymount Park where Virgin will now be visible as a key club partner.”
The commercial announcement also ties into Bohemians’ broader merchandise strategy, which has become a defining feature of the club in recent years. Innovative jersey collaborations with artists and cultural acts, including Fontaines DC, Oasis and Kneecap, have driven exceptional growth in merchandise demand. Since 2020, Bohemians’ shirt sales have raised more than €1 million for charitable causes, with jerseys now shipped to supporters in over 50 countries worldwide.
The new Bohemians Women’s home jersey featuring the Virgin Media logo will be available through the Bohemians Club Store ahead of the 2026 season.
Daragh Persse of the Brand Fans played a key role in bringing the partnership to life.
Image Credit: Virgin Media
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