Barely a peep from FAI despite landmark deal that ends four-year sponsor search

Sky is now the ‘primary partner’ of the men’s international team, two and a half years on from its standalone deal with the women’s side. Although you would hardly know it if you weren’t on the mailing list of the broadcast giant’s PR company, as was the case with some journalists on the football beat.

Bizarre, considering how exasperated chief executive Jonathan Hill must have been as he faced question after question about the issue in the years since 3’s departure. “The 2024/25 jerseys will be retailed with Sky branding on the front of the shirt - the Broadcaster and Telecommunications company now stands as the principal partner for both the Men’s and Women’s National Teams,” read the missive.On the other hand Sky, via their PR partners, shouted from the rooftops, revealing that the deal would run until the end of the Euro 2028 campaign.

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