Ballymena United enjoy record sponsorship growth as crowds rise at Showgrounds

Ballymena United have tapped into a younger demographic of fans this season with TicketCo

Monday 19 October 2026

Ballymena United are enjoying a surge in support both on and off the pitch, with shirt sponsorship sales soaring by 222% and average home attendances rising as the Sky Blues build momentum in the 2026/27 season.

The club has also reported a 128% increase in shirt sponsorship revenue and a 10.2% rise in season ticket income, despite keeping prices frozen at last season’s levels.

The figures follow Ballymena United’s move to a new digital ticketing and sponsorship platform, which has made it easier for supporters and local businesses to back the club.

Crowds growing at the Showgrounds

An average of 1,554 supporters attended Ballymena United’s first four home fixtures of the Boyle Sports Premiership campaign, compared with 1,457 last season — an increase of approximately 7%.

The opening home game against Glentoran in August attracted 2,470 spectators, setting a new attendance record for the fixture and exceeding the previous high by more than 20%.

With Oran Kearney’s side competing in the top half of the Premiership table at the time of the club’s update, and a County Antrim Shield semi-final scheduled for later this month, the early figures point to growing enthusiasm around the Sky Blues.

Shirt sponsorship sales reach record levels

One of the most significant developments has been the transformation of the club’s player shirt sponsorship scheme.

Previously managed through telephone enquiries and paper-based arrangements, sponsorship packages can now be purchased online by individual supporters and local businesses.

The club says this change has helped drive a 222% increase in sales, with shirt sponsorship revenue climbing by 128%.

The figures represent a substantial boost to the club’s commercial activity, opening up opportunities for more supporters to contribute financially beyond buying match tickets.

Season ticket income increases despite price freeze

Ballymena United signed a three-year partnership with ticketing provider TicketCo ahead of the current campaign, bringing season tickets, payment instalments and player shirt sponsorships together on one platform.

Season tickets went on sale through the system for the first time in June, with the club maintaining prices at their 2025/26 levels.

Despite the price freeze, season ticket revenue has increased by 10.2%, supported by an instalment option allowing fans to spread the cost while committing to the full season.

The new system also gives the club a consolidated view of its ticket holders and sponsors, helping it manage supporter relationships and develop future services.

Club welcomes growing support

Neil Coleman, Director of Marketing and Communications at Ballymena United, welcomed the early results and said the club was determined to continue developing its operations.

"We're delighted with how quickly we've been able to adopt TicketCo and put it to work across the club. From season tickets to sponsorship, it's helped us take real steps forward.

"Putting shirt sponsorships online has opened them up to every supporter and local business, and the response has been fantastic. A record crowd for the visit of Glentoran shows the appetite is there.

"This is hopefully just the start; we are committed to moving the club forward with new ideas and fresh thinking that will help us remain competitive on and off the pitch!"

Daragh Searing, Business Development Manager at TicketCo, said:

“We’re delighted to partner with Ballymena United and continue growing our presence across NIFL. It’s great to see a club put the platform to full use from day one, and the impact speaks for itself.”

Further changes planned for supporters

The club has also appointed Michael Balmer as its new Ticketing Lead for the season, with his role supported by enrolment in TicketCo’s Academy training programme.

Building on the initial results, Ballymena United is exploring the introduction of a rolling 12-month subscription model, potentially offering supporters another way to manage the cost of following the team.

Plans are also being developed to make additional club sponsorship opportunities available online, extending the approach that has already delivered record shirt sponsorship sales.

Half-season tickets are expected to become available for supporters wishing to back the Sky Blues during the second half of the campaign.

For Ballymena United, the early increases in crowds, sponsorship and season ticket income offer encouraging signs of stronger supporter engagement, with the challenge now to sustain that momentum throughout the season.