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.


Subscribe from just €1 for the first month!


What's Included

With any subscription you will have access to

  • 971569B3-2C5E-4C45-B798-CEADE16987A8

    Unlimited multi-device access to our iPad, iPhone and Android Apps

  • 099C8662-C57C-42F2-9426-F2F90DF17C8F

    Unlimited access to our eReader library

  • 198AE43B-B9CF-4892-8769-D63C2104BA08

    Exclusive daily insight and opinion seven days a week

  • D8F37B78-25E4-4E4A-A376-4F5789B1564A

    Create alerts to never miss a subject that matters to you

  • B15F2521-37CD-4E02-B898-730A20D39F7F

    Get access to exclusive offers for subscribers on gifts and experiences

  • A564FE02-1AB8-4579-AF9D-BA32A2E5ACA7

    Get content from Business Post, Business Post Magazines, Connected, Tatler and Food & Wine

Share this post

Related Stories

The year in review

Legacy Richie Oakley 1 year ago

Newsround: What Thursday’s papers say

Legacy Leanna Byrne 5 years ago

More cycle routes, expansion of Luas to Bray and new bus network proposed

Legacy Digital Desk 5 years ago