Mike Ashley's Sports Direct to become new FAI Cup sponsors

The retailer is the main sponsor of Cork GAA teams since 2021 

Sports Direct CEO Mike Ashley. Ashley's company will become the main sponsor of the FAI Cup. Picture: PA

Sports Direct – whom the FAI owed €6.5m at the end of John Delaney’s era – are to become the new title sponsor of the FAI Cup.

DMG Media have held the Blue Riband portfolio since 2015 but it’s understood Mike Ashley’s retail conglomerate will take over when the draw for the first round in July is held. The final will be staged at Lansdowne Road on November 12.