Thursday April 2, 2020

The changing face of sports sponsorship

Companies are looking for opportunities for consumer engagement at grassroots level, writes Michelle Devane.

24th March, 2013
Ireland captain Robbie Keane with children from Pope John Paul II National School, Malahide, at the launch of the McDonald's Ireland/Football Association of Ireland partnership. Photo: Sportsfile

For years, sponsorship has been all about branding at top-tier level, but now companies are seizing opportunities to sponsor at a more local level than ever.

Already, in the first three months of the year, there has been a considerable number of sponsorship deals at this level. The latest was last week's announcement by McDonald's Ireland and the Football Association of Ireland (FAI) of a new partnership to support grassroots football clubs across the country.

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