The Football Association of Ireland (FAI) is mired in a major crisis of its own making. For many years now concerns have existed regarding how the organisation is run and conducts itself. These have come to a head recently following a string of damaging media exposures and an Oireachtas Committee hearing on 10th April. In particular, the inability of the organisation to explain the circumstances around a €100,000 'loan' made to it by former CEO John Delaney has been hugely damaging. As has the hasty creation of a new 'Executive Vice-President' role for John Delaney to enable him to remain involved in the FAI at a high level. Despite the fact that the failings in how the organisation is run are the product of his 14 year tenure as CEO.

The FAI has revealed itself to be the equivalent of an arrogant and vindictive old boys club - with appalling corporate governance, shoddy practices, no accountability, a cavalier attitude towards the use of public funds, and eye-watering salaries for a select few at the top.

Despite the widespread protests at the organisation's practices and structure, there is unfortunately nothing that genuine football fans or concerned public bodies can do to directly force change upon the FAI. In the meantime, Irish football is suffering real reputational damage at home and abroad. And the brands which are closely linked to the FAI, like Three Ireland, are also being damaged by association.

The only lever to force change upon an unrepentant FAI is to deny the organisation the funding that sustains it until they implement wholesale change. Sport Ireland have taken the unprecedented step of stating publicly that their €2.3m annual funding to the FAI is now suspended until the organisation implements wholesale regime change.

In 2010 Three Ireland signed a 4-year €7.5m sponsorship deal with the FAI. That deal was extended for another five years in 2015. We call on Three Ireland to state publicly that it will not renew its sponsorship arrangements with the FAI beyond 2020 unless and until the organisation has implemented wholesale change in its structure and practices. Including the creation of an entirely new Board, and the removal of the current Executive VP. It's time for Three Ireland to accept its responsibility towards Irish football by demanding change.