Domino's renews Basketball Ireland title sponsorship through 2029

Domino's has signed a new three-year agreement to continue as title sponsor of Basketball Ireland's Men's and Women's Super League and Division One competitions, covering the 2026/27, 2027/28 and 2028/29 seasons, giving the governing body multi-season revenue certainty as it looks to build on record recent growth in the sport. The renewal builds on a partnership that began midway through the 2024/25 campaign and coincides with the publication of fixtures for the new season, which starts on 3 October. Terms were not disclosed.  

Domino's in Ireland operates under the master franchise held by UK-listed Domino's Pizza Group plc, which is headquartered in Milton Keynes and runs the brand across the UK and Ireland. The group reported revenue of £685.4 million in 2025 and recorded further store openings in Ireland during the year.

Basketball Ireland is the national governing body for the sport on the island of Ireland, headquartered at the National Basketball Arena in Tallaght, Dublin, and affiliated to FIBA. The organisation relies on a mix of government funding through Sport Ireland and commercial sponsorship revenue, and does not disclose partnership-specific financial terms.

Extending a mid-season sponsorship into a full three-year deal, confirmed ahead of the new campaign, signals confidence from Domino's in a growing domestic basketball audience it can reach nationally through league branding and locally through its stores.

Basketball Ireland's own account of the renewal points to rising participation and attendances year-on-year across the Super League and Division One tiers, giving the governing body a stronger commercial case for retaining a single title sponsor across all four senior national competitions.

For Domino's, the deal buys nationwide title branding across the men's and women's game plus local activation opportunities tied to community-based clubs across its store network in the UK and Ireland. For Basketball Ireland, it locks in multi-season revenue certainty and a marquee commercial partner as it looks to build on record recent growth in the sport.

The deal fits a broader pattern of consumer brands using grassroots-embedded sports as a hyperlocal marketing channel, distinct from stadium-based sponsorship common in football or rugby. It also reflects growing commercial maturity in a sport historically reliant on state funding, with a title sponsor now committed through three full seasons. Whether Basketball Ireland converts that stability into further participation growth will shape negotiations beyond 2029.

Source: Sport for Business