Belfast Giants: How advertising helped the Giants to become the biggest sporting phenomenon to hit Northern Ireland

The paper covers the progress of the Ice Hockey team from its launch, with the need to overcome low media and sponsorship interest in a country where attendance at sports events was generally low. The strategy was to show the sport provided entertainment on a non-sectarian basis to both sexes. In the first season spectator figures were 80% higher than projected. Sponsorship revenue reached over £200,000 in the first season and more than double in the second