FAI deal worth €30m to 3 Ireland
Mobile phone company 3 Ireland's €7.5m sponsorship of the Irish soccer team could be worth €25m-€30m in media coverage for the phone firm in the coming European Championship campaign.
The four-year deal was announced on Thursday and coincides with 3's major push into the pre-paid market. The reports take into account coverage of the national team in press, TV and online.
The Irish team's failure to qualify for any championships since 2002 hasn't dented the sport's popularity -- the 2.2 million peak audience for the Ireland vs France match in November 2009 was the largest RTE audience for any sporting event since 1995.