Ian Mallon: Sponsors still commercially confused about true value of WNT

Before Ireland’s incident-packed debut appearance at the finals in Australia, sponsors universally opted not to invest in the team, following qualification last year.

Katie McCabe at Dublin Airport on the Republic of Ireland's return from the FIFA Women's World Cup 2023 in Australia. Photo by David Fitzgerald/Sportsfile

IN THE ultra-conservative marketplace of sports sponsorship, there’s one thing more terrifying than uncertainty - and that’s controversy.

With the Irish Women’s National Team - post-World Cup - you now have a combination of the two, adding up to an ongoing confusion about the real value of the team for commercial investors.