Affidea steps in as Ulster Rugby’s new stadium sponsor

Ulster Rugby has secured a landmark naming rights deal with leading European health diagnostics provider Affidea Group, replacing Kingspan as stadium sponsor. The rebranded Affidea Stadium marks a strategic move aligning elite sport with premium private healthcare, reinforcing Affidea’s presence in Northern Ireland, where it operates three clinics with plans for further expansion.

The financial terms remain undisclosed, and the deal duration appears shorter than Kingspan’s prior decade-long agreement. This partnership follows Ulster’s distancing from Kingspan over reputational concerns linked to the Grenfell disaster, signalling a shift towards brands that reflect health, wellbeing, and community trust.

For private healthcare leaders, this highlights sport sponsorship as a powerful vehicle for regional growth, brand trust, and cultural connection beyond clinical settings.

Read the full story for insights on healthcare branding opportunities in sport partnerships.