Currently the Belfast Giants are sponsored by Stena Line and are known as 'The Stena Line Belfast Giants'. The previous major sponsors were Aer Lingus, LBM, Coors Fine Light Beer and Harp Lager who sponsored the Belfast Giants in sequence since their inception.
Sectarianism had long been seen as a significant problem in some sports in Northern Ireland. When the club was established, the Belfast Giants were keen that the club not attach itself to a particular faith or community, instead wanting to represent Belfast as a whole, the best way to implement this was to ensure nobody from Northern Ireland played for the Giants instead the team is formed of Canadian players. A number of policies was subsequently introduced to try to ensure this. Particular clothing, which might have displayed a person's political or religious affiliation, were banned and flags were not permitted to be brought into the arena.
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