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Thursday, August 6, 2026

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Sports Direct renew NIFL sponsorship

The Northern Ireland Football League (NIFL) is delighted to announce that Sports Direct has extended its partnership as the league's Official Sports Retail Partner, continuing a successful collaboration that has played a significant role in supporting football across Northern Ireland.

The renewed agreement will see Sports Direct continue its support of the Men's and Women's Premierships, as well as the Championship for the next three seasons, further demonstrating its commitment to the growth and development of football at all levels of the domestic game.

Since the partnership began, Sports Direct has worked closely with the league to enhance the fan experience through engaging digital content, innovative campaigns and exciting activations throughout the season.

The extension will build on this success, bringing supporters even closer to the action while continuing to raise the profile of clubs and competitions across Northern Ireland.

Ciara Murray, Head of Marketing, Frasers Group Ireland, said: "We're proud to continue our partnership with the Northern Ireland Football League and support the continued growth of the game across Northern Ireland.

“Over the past three seasons, we've seen first-hand the passion of the fans, clubs and communities, and we're excited to build on that momentum. We look forward to creating even more engaging experiences for supporters."

NIFL Head of Partnerships Regan McFarland said: "Our partnership with Sports Direct has been crucial in supporting the growth of the league over the past three seasons.

“We're delighted to see this partnership continue, which reflects the dedication and commitment from Sports Direct to club football in Northern Ireland. Together, we've achieved a great deal already, and we're excited to continue building on that success for our clubs, players and supporters for the next three seasons."

The renewed partnership represents a continued investment in domestic football and underlines the shared ambition to grow the game, engage supporters and strengthen the profile of football across Northern Ireland.

Source: nifootballleague.com