Louise Wanless

We were saddened to learn of the passing recently of Louise Wanless, aged 53, following illness

Louise was Head of Communications and Media at Sunderland AFC since 2003.

I first engaged with her when she worked on the Sunderland AFC friendly match v Bohemian Football Club in Dublin in July 2007, when Roy Keane was managing The Mackems and I met her numerous times thereafter at The Stadium of Light.

A thorough professional and always a lovely lady.


Rest In Peace Louise.

Kevin O’Riordan

Kevin O’Riordan was a great guy – from Bishopstown in Cork.

I was stunned to hear this morning of his passing after illness, borne with amazing dignity.

After spending over five years working as Head of Partnerships Management at Liverpool FC, in recent years Madrid was home for Kevin where he worked for StubHub as Head of Sports Business Development.

I got to know Kevin during his days at Liverpool FC and a nicer guy you could not meet. One of the good guys, always willing to help, I am very sorry to learn this awful news.

My sincere condolences to his wife, Maria and the O’Riordan family on their heartbreaking loss.


May Kevin Rest In Peace.

Football Agents Clover Sports Management United Kingdom

Halpin Sport Sponsorship are delighted to partner with top UK Football Agency, Clover Sports Management

Headed by former Republic of Ireland International players Clive Clarke and Graham Kavanagh, Clover Sports Management ( was created by former professional footballers with over 25 years experience in the industry. CSM is connected at all levels of the game, ensuring integral support at every stage of a players' career.

Clive Clarke from CSM "We are very pleased to work in partnership with Halpin Sport Sponsorship and Management – Peter has built up a reputation as a very respected and trusted person within the commercial world of football. He is enhancing his reputation on a daily basis working with some of the leading brands assuring excellent sponsorship options with top clubs on a global level. We look forward to working with Peter and his team more closely in the future".

"I am honoured that CSM have chosen to work with Halpin Sport Sponsorship – we look forward to helping deliver the most beneficial endorsement deals for their clients when this nightmare pandemic is over". Peter Halpin.


  • Halpin Sport Sponsorship
    30/07/2021 0 Comments
    Having started Halpin Sport Sponsorship ten years ago this week

    Having started Halpin Sport Sponsorship ten years ago this week, I am very pleased in recent weeks to have secured a number of agreements with professional football clubs ahead of the upcoming 2021/22 season. Some have been announced, more to follow! Having delivered new business for a number of elite football clubs within European football over the last decade, we are delighted to be inundated with rights holders contacting us with current opportunities within;

    English Premier League, English Championship, League One, Scottish Premier League, La Liga, Serie A, Bundesliga, Primeira Liga (Portugal), Jupiler League (Belgium) and MLS (USA). Of course, we have options in League of Ireland and Irish League too.

    Read More
  • 02/04/2021 0 Comments
    Major League Soccer 2021

    MLS or Major League Soccer which is the highest level of football in the United States of America & Canada, is set for its 26th season to start on the April 17th 2021. With much excitement building around the ever-growing league, the fans of USA football cannot wait for its return.
    The 27 MLS (split into west & east conference) teams play 34 matches, 17 at home and 17 on the road. Due to the ongoing coronavirus pandemic, there will be some tweaks to the league's tried and true format with a higher concentration of regional games to lighten the travel load. With the regular season concluding on the 7th of November, the best seven teams from each conference will begin the Audi MLS Cup Playoffs. The playoffs will start on Nov. 19th as all roads lead to MLS Cup, contested on Dec. 11th .

    The MLS has been growing in popularity in recent years and has acquired a substantial fan base. Some of the bigger clubs pull in numbers to rival European clubs such as Atlanta United FC, with an average attendance of 53,000 during 2019 and Seattle Sounders with roughly 40,000. Also the average tv ratings were between 250,000 – 320,000 during the 2018/2019 season and even the smaller MLS teams draw in about 15,000 – 20,000 fans a game.

    Read More
  • Halpin
    10/03/2021 - Liam O’Callaghan – March 2021 0 Comments
    Sponsorship landscape during Covid-19 and the industry sectors that are spending in each elite European league

    With Coronavirus officially being declared a global pandemic just over a year ago, the sponsorship landscape has been forced to continuously vary and adapt to the changing environment.

    Multiple industries have taken financial hits this year and are not spending as much on marketing and sponsorship deals.

    Some of the major industries across Europe include Digital Media Services, Financial Services, Food & Beverage, Automotive, Entertainment, and Travel & Tourism.

    Due to restrictions set in place to fight the health pandemic, all these sectors have taken major financial knocks. Some companies in these industries may have to reconsider their current sponsorship deals when the time comes for renewal.

    Read More
  • League of Ireland
    01/03/2021 - Liam O’Callaghan – 0 Comments
    League of Ireland 2021/2022 Preview

    With the League of Ireland due to commence on the week ending 19thMarch, excitement is building around the return of domestic football in Ireland.
    Once again, SSE Airtricity is the major sponsor of the League, renewing its sponsorship deal for another 2 years. This deal is much smaller than those of other European countries with Airtricity’s backing usually worth around €340,000 per annum.
    With prize-money also improved whereby the 2021 Airtricity League Premier Division winners will pocket €130,000, (a slight improvement, as €110,000 was the prize between 2010 – 2020), it is still somewhat far off the financial prize the winners of the Scottish Championship (the tier below the League Celtic, Rangers, Aberdeen, St. Johnstone etc ply their trade in) will pocket £562,000.

    Read More
  • 04/02/2021 - Peter Halpin ; 0 Comments
    Gambling brands face ban meaning cheaper Front of Shirt sponsorships on the cards

    The sponsorship market will radically change if gambling brands are banned from participating in English Premier League and English Championship, as the British Government reportedly now favours. Reports in recent days have claimed that ministers’ concern over gambling addiction is growing following the opening of a DCMS review of the Gambling Act in December, and that a ban on shirt sponsorship is a “likely” result.

    Read More
  • 04/01/2021 - Liam O’Callaghan 0 Comments
    The Year That Was, Thanks To COVID-19

    COVID-19, the pandemic that swept

    across the globe and dictated the lifestyle of billions for the past year has
    had a huge impact on life as we know it. The sporting world fell to the mercy
    of Covid-19 but despite this it brought entertainment and enjoyment to many
    during this difficult year.

    Read More
  • 02/12/2020 - Liam O’Callaghan 0 Comments
    Who has the highest Commercial income relative to turnover?

    European clubs have been stripped of significant matchday income. Now, more than ever, clubs need a diversified range of income streams. 

    Due to football being one of the highest entertainment sports in the world, it allows for many clubs to generate substantial income through commercial streams.

    Read More
  • 18/11/2020 - Liam O’Callaghan 0 Comments
    Front of Shirt sponsors --- where it all began

    In 1973, German club Eintracht Braunschweig became the first in football history to put a sponsor on their team shirts, as they partnered with Jägermeister.

    Read More
  • 09/11/2020 - Liam O’Callaghan 0 Comments
    Why football sponsorship can make a positive difference despite a global pandemic

    As we all struggle through this crazy unpredictable time, many things are uncertain in the world of football and, in fact, in the world itself. Despite the global pandemic slowly consuming our lives, sponsorship deals are still being secured between football clubs and companies all around the globe. These sponsorship deals are positively impacting both parties involved.

    Read More
  • 06/10/2020 - Peter Halpin 0 Comments
    Champagne Football is right – Sure where would you get it!

    At a time when Irish football is reeling from the gross mis-management of the Association as outlined by two fantastic journalists who penned the superb “Champagne Football”, not to mention the fact that all League of Ireland clubs, like so many around the globe, are fretting about their financial viability due to the impact of the Covid-19 crisis, reigning champions Dundalk have no such worries after hitting the jackpot at the Aviva Stadium on Thursday night.

    The 3-1 win over Faroe Islands club KI Klaksvik earned The Lilywhites a place in the group stages of the Europa League, guaranteeing them a windfall of at least €2.92 million. And, for any victory they might pick up in that group, they’ll earn another €570,000, while each draw would yield them €190,000.
    To put it in context, Dundalk received just over €100,000 for winning the League of Ireland Premier Division title last season.

    Read More
  • 08/09/2020 - Peter Halpin 0 Comments
    English Premier League sponsorship in the wake of Covid-19

    English club soccer’s top flight has had a turbulent time during the pandemic, but the last five months could only be the start of its commercial challenges.
    If Covid-19 has torn up the sponsorship deal playbook, Premier League clubs find themselves in the unenviable position of trying to decipher and apply a new set of rules just weeks before English soccer’s top flight returns for the 2020/21 campaign.
    During the height of lockdown, Premier League clubs moved to take stock of their three core earners – commercial deals, broadcasting contracts (what is that I hear League of Ireland Inc. ask!) and matchday income – and reassess fiscal projections for the financial year. Maintaining and brokering partnerships in an effort to offset losses were also top of the to-do list.

    Read More
  • 11/08/2020 - Peter Halpin 0 Comments
    Irish football should take note of “Squad Salary Caps”

    Clubs in English Football League’s (EFL) League One and League Two have recently voted for the introduction of new financial controls in the form of ‘Squad Salary Caps’ which take effect immediately. The decision follows extensive and comprehensive consultation with all clubs in respect of addressing sustainability and wage inflation issues across the EFL which were initiated prior to the suspension of football in March following the COVID-19 outbreak and have continued during the course of the summer.

    Read More
  • 08/05/2020 - Peter Halpin 0 Comments

    Clubs in English football's top-flight Premier League are potentially facing a string of contract negotiations and legal battles with sponsors due to the delayed season finish from the Coronavirus pandemic.

    A number of lucrative contracts between brands and clubs in English club football’s top-flight had been set to expire at the end of the 2019/20 league season, which traditionally concludes in May. But the COVID-19 outbreak has forced the Premier League to suspend play until at least 30th April, with the campaign now unlikely to be concluded until the summer at the earliest.

    Read More
  • 08/05/2020 - Peter Halpin 0 Comments
    Watched League in the World is not immune!

    With talk in recent days of horrific ongoings at Waterford FC in our own League of Ireland, whereby all players and management were informed via email that they were being temporarily laid-off , it must be highlighted that even the most watched League in the World is not immune to the current pandemic that is Coronavirus (Covid-19).

    Read More
  • Peter Halpin
    30/04/2020 - Peter Halpin 0 Comments
    Football in Ireland 2020 - ‘Return To Football – Behind Closed Doors’

    In recent days, the FAI together with the NLEC and the PFAI presented a working document to all League of Ireland clubs and elite panel match officials on a potential return to football in June behind closed doors. Entitled ‘Return To Football – Behind Closed Doors’ - around best practice for the staging of matches when senior Irish football gets the green light to resume action from the Health Service Executive (HSE). This document incorporates all elements around the safe staging of games behind closed doors to ensure the health and safety of players, match officials and club employees and volunteers.

    Read More
  • 01/03/2020 - Peter Halpin 0 Comments
    Covid - All of a sudden

    All of a sudden, in the course of 72 hours or so, what had been a steady stream — a postponement here, a ban on fans there, a piecemeal response to an all-consuming crisis — transformed into a flood.Italy suspended the Serie A season. Spain did the same with La Liga. On Thursday, a host of leagues across Europe followed suit including the Airtricity League of Ireland.
    On Friday morning the Premier League — finally — decided to diverge from the stance of the British government and announce a hiatus, too. The SPFL and the Irish League followed suit.

    Read More
  • 01/02/2020 - Peter Halpin 0 Comments
    The Journey so far..

    At Halpin Sport Sponsorship I have worked with a plethora of elite football clubs and have been solely responsible for acquiring new sponsorships partnerships between the likes of Leicester City FC and FairFX, West Ham United FC and Scope Markets, Aston Villa FC and BODOG, Queens Park Rangers FC and Currency UK, Blackburn Rovers FC and Probiz Excellence, Huddersfield Town and Intensity Nutrition, Bolton Wanderers and, Swansea City FC and The Energy Check, Deportivo Alaves and BetWay. I also introduced Coral as a new betting partner for Fulham FC and confirmed Bet Regal as the official betting partner for Dundalk FC. I was also solely responsible for securing DHL as Main Partner for Bohemian FC.

    Read More
  • 04/01/2020 - Peter Halpin 0 Comments
    In the beginning....

    From a very tender age I had a football at my feet or a Shoot / Roy of the Rovers magazine in my hand, engrossed in all things football. Little changed over the years.

    Playing, Watching, Learning, Loving the beautiful game.
    A beautiful game that has provided the ideal platform for me to make a living out of, for the last 15+ years.
    A beautiful game that has given me the pleasure to meet wonderful people, attend amazing stadia and events.

    Read More

New partnership announcement with Dublin based Shelbourne Football Club

Former League of Ireland champions sign sponsorship deal with Dundalk-based firm

The latest trends in sport sponsorship

The market for sport sponsorship has grown exponentially over the last decade. At present, global sport sponsorship has an estimated value of €38 billion, and this is expected to exceed €40bn by 2020. Consequently, sponsorship has become a critical revenue stream to exploit for modern sport businesses if they are to gain competitive advantage.
It is testament to the importance of sponsorship that sport businesses are constantly striving to offer innovative new ways of providing exposure and value to brands. This approach has led to an ever-changing market, while being responsive to the latest developments hasbecome key to commercial success.
We have observed some notable trends across this fast-moving industry that we expect to continue in the coming years. These developmentswill have important implications for the very nature of sport sponsorship, and are thus crucial to consider for all interested stakeholders. In no particular order, we will now discuss each trend.

Going East

There has been a marked increase in investment from Asian companies in sport sponsorship. Nowhere has this been clearer than at major sporting events. Notably, 7 of the 12 major partners to the 2018 FIFA World Cup were from Asia. This represents a significant movement from previous tournaments where the majority of sponsors were North American or European. Furthermore, with Japan chosen to host the forthcoming Rugby World Cup and Olympic Games in 2019 and 2020 respectively, the ascendency of Asian companies in the sport sponsorship market is only set to continue.
It is not just the major sporting events, however, that are experiencing a growing Asian presence. Asian companies are now ever-present on English Premier League football jerseys. For the 2018/19 season, 8 of the 20 main-shirt sponsors will be head-quartered in Asia – a rise from only one sponsor in the 2003/04 season. This shift towards Asia is symptomatic of the region’sgrowing economic power (relative to the West), and will continue to manifest itself in sport in the coming years.


Technology is likely to be the most influential factor in the development of sport sponsorship. By adopting and using the latest technologies, both parties in a commercial partnership (the sports club and the brand) have a wealth of new options available to them to maximise their return on investment. For instance, social media, with its unending ability to offer international exposure, is now a staple tool used by sports clubs.
Although the concept of social media is now old, its applications are not. Channels such as Snapchat and Instagram are proving adept at creating a more integrated and immersive fan experience. This is where the real value exists for brands, as their potential to interact with consumers now transcends billboard or front-of-shirt sponsorship. Now, connected stadiums and screen-obsessed societiesallow sponsors to engage with fans before, during and after sports matches.
The introduction of virtual reality is also close, and this technology is where some of the most innovative sponsorship strategies will be deployed. Companies will have the opportunity to (literally) bring their brand to life in virtual stadiums while fans watch their favourite team live from the comfort of their own home.

Industry Crossovers

In 2016, Manchester United took a novel approach to announcing Paul Pogba’s transfer to the Club. Pogba, alongside English rapper Stormzy, collaborated on a music video that revealed the news. To maximise impact, the video was released before established media outlets had the story, and Adidas were placed at the centre of it. This clever marketing strategy, which involves superstars crossing over to new settings, is symbolic of a modern and interconnected world.
For brands involved in sport sponsorship, industry crossovers are appealing because they facilitate exposure in new and diverse contexts. Large sport brands such as Adidas – particularly with its ‘Here to Create’ campaign – appear to be the first-movers in this area. However, there is scope for smaller brands to utilise this powerful approach, and we can expect to see more inter-industry collaborations in the near future.

For more information on the support Halpin Sport Sponsorship can provide to your organisation or club, please get in touch via


Contact us to arrange a consultation regarding your sponsorship requirements.

Dublin: 01 9203331 | London: 020 36413816 | Email:

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