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In this week's Thursday Podcast we are looking at the business of Sponsorship, particularly in relation to a unique mix of two key partners of a sport.

TG4, the Irish Language national TV station has been a partner of the Ladies Gaelic football Association since 2001.

Today we meet with Head of Sport Rónán O Coisdealbha to talk about the opportunities that exist when your main commercial partner is also your broadcast partner.

We talk about the way in which the partnership has grown and how it works, the special anniversaries that are taking place in the current renewal, the changes in broadcast consumption that have spanned the last two decades and the priorities that both sides have to work better together.

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