There aren’t many sponsorship match-ups that make you wonder: ‘How on earth did they get together?’ The commercial coupling of Waterford Ladies Gaelic Football Association (WLGFA) and Waterford Dairy Farmers is one of those – a partnership so unusual and forward-thinking that those behind the deal have called it ‘groundbreaking’.
There is more than a ring of truth in the WLGFA’s subjective analysis of its own deal, a move which shows a potentially seismic direction of travel for brands looking at Ladies Gaelic Football for commercial benefit.
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