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NIFL Teams Up with Underdog to Boost its Commercial Opportunities

NIFL Premiership: The top flight football league in Northern Ireland is sponsored by Danske Bank
NIFL works with Danske Bank as lead partners for the Men's and Women's Premiership competitions

The Northern Ireland Football League (NIFL) has partnered with Underdog Sports Marketing to strengthen its commercial offering across both their men’s and women’s properties. The Surrey based agency will work with the league to develop its sponsorship models as well as continuing the growth of its existing audience.

Currently the NI Football League works with brands such as Danske Bank, BetMcLean and uhlsport across their portfolio of competitions and is looking to deepen its relationship with existing partners as well as attracting new ones to help grow the top leagues in Northern Ireland.

NIFL Chief Operating Officer, Steven Mills stated “Underdog’s expertise in the digital football space and their understanding of what brands are looking for means they’re perfectly positioned to help us implement our new commercial strategy.

“We have enjoyed tremendous growth alongside our member clubs in recent seasons, but as they become ever more professional in their own right, we must strive to support them from the sidelines by maximizing our own potential as a company – and the new partnership with Underdog Sports Marketing will help us realise that.” Mills added.

Underdog founder Ged Colleypriest added “We’re delighted to be working with NIFL. Our ethos is about helping our clients punch above their weight and it’s clear that there is an excellent opportunity to capitalise on the increased profile of the leagues. Both the women’s and the men’s competitions have loyal and growing followings and we’re excited to help NIFL shape a new model of creative sponsorships that deliver great results for their partners.” added

The popularity of the league has continued to grow since the formation of the company in 2013. The second oldest national league in world football has enjoyed a successful rejuvenation in recent years with broadcast partnerships currently in place with both Sky Sports and the BBC, coupled with substantial growth in the Women’s Premiership – fans and sponsors have a year-long offering of top-level football in Northern Ireland.

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