Aviva Extends Its Stay
Let us know what’s on your mindThe headline reads like a simple renewal, but the story goes much deeper: Aviva is staying on Ireland’s biggest stage, and we unpack why that matters for fans, partners, and the future of Irish sport. We sit down inside the stadium with the FAI’s Head of Commercial, Sean Kavanagh, and Aviva’s Head of Sponsorship, External Communications and Sustainability, Brian O’Neill, to explore how a naming rights deal became cultural shorthand for big nights in Dublin 4—and how the partnership now stretches from elite fixtures to the kids lacing up their boots.Sean pulls back the curtain on the FAI’s priorities: making every match feel bigger, smarter, and more welcoming. From dynamic LEDs and smarter in-bowl moments to fan surveys that shape pre-game and halftime, the focus is on engagement that families, new supporters, and die-hards can feel. We get into EURO 2028 and the “Dublin Arena” rules, how category exclusivity keeps partners aligned, and why the League of Ireland is riding genuine momentum—sell-outs, LOITV records, and clubs at the heart of their communities. The women’s game features strongly too, with targeted growth plans and fresh approaches to matchday that meet a different demographic where it is.Brian charts the evolution from pure brand awareness to measurable value. He explains how social content, competitions, and broadcast reach tie directly to retention and acquisition across general, life, and health insurance. We talk third-party valuations, UK audience spikes for marquee games, and why heritage assets—Aviva’s yellow, the stadium itself—matter for recognition. The sustainability thread runs throughout: recycled materials, water systems, biodiversity around the ground, and programmes like In Her Boots that support girls through the teenage drop-off years. COVID stress-tested the partnership; delivery by the FAI and IRFU, and mutual trust, set the stage for a fresh five-year commitment.If you care about sport business, fan experience, and how partnerships can drive real community impact, this conversation is a masterclass. Follow the show, share it with a friend who loves Irish sport, and leave a quick review to tell us what you’d like us to explore next. Find out more about what we do day in day out at Sportforbusiness.comWe publish a daily news bulletin and host regular live events on a wide range of sporting subjects. Subscribe to the podcast wherever you get your podcasts from and look forward to more upcoming chats on leadership and the business of sport.Our upcoming live events on Future Proofing Irish Sport, Children and Sport and Sport for Social Good, as well as plenty more, are live on the Sport for Business website, and we'd love to have you join us.
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