Budweiser is the new sponsor of the Belfast Trojans, the reigning Irish champions of American football.
Irish start-up businesses are still struggling to scale up to compete internationally, according to John Hartnett, founder of the not-for-profit organisation, the Irish Technology Leadership Group (ITLG).
''We have a vested interest in helping entrepreneurs be successful. It's a business win-win, if we can create the next Stripe or Facebook we have the potential to earn with them long-term." says Ingrid Vanderveldt.
With businesses striving to get more specific data about customers, what will this avalanche of information mean for advertising? Emmet Ryan reports on how companies could personalise the experience in years to come.