Three Ireland is to end its sponsorship deal with the Republic of Ireland football team next year.
The telecoms firm will not renew their contract when it comes to end in July 2020 - meaning the sponsorship would continue through next summer's Euro 2020 championship if Ireland qualify.
According to the company, they have invested €30 million in their 'sponsorship fee and activation' of the team over the past ten years.
However, the firm now says they will focus on sponsoring music.
In a statement, Three’s Chief Commercial Officer Elaine Carey said: "Having recently reviewed our full sponsorship portfolio, we have decided to consolidate our sponsorship investment in the area of music.
"At Three, we are entirely focused on supporting the Irish Men’s team through what we hope will be an exciting and successful qualification for the UEFA European Football Championship and the Irish Women’s team in their qualification journey for the UEFA Women’s European Championship.
"We also wish the Irish teams at every level the very best in the future."
In a statement, the Football Association of Ireland (FAI) thanked Three for their "immense contribution" to Irish football.
FAI President Donal Conway said: “In their ten years as proud backers of Irish football they have been Ireland’s number one supporter and we will always be grateful to them for their financial and personal support.
“We look forward to a successful eight months ahead with Three on board as we countdown to the EURO Play-Offs in March and the UEFA EURO 2020 games in Dublin next summer.”
FAI
Today's news comes amid the ongoing uncertainty at the FAI.
Earlier this week, it emerged that John Foley had declined to accept the role of interim CEO at the organisation.
Paul Cooke was yesterday appointed as executive lead at the FAI - a move welcomed by Fianna Fáil as a "move in the right direction".
Transport Minister Shane Ross has urged the association to prioritise the appointment of independent directors and chairperson, as well as appointing a new CEO on either an interim or full-time basis.
Separately, it emerged last week that the findings of a forensic audit of the association’s accounts were referred to the gardaí.
Government funding has been suspended at the FAI for a number of months amid concerns over governance.
The association has insisted that it spent all the State funds it received from Sport Ireland “appropriately and as intended".
