The changing face of sports sponsorship
Companies are looking for opportunities for consumer engagement at grassroots level, writes Michelle Devane.
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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