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. 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. The national anthem of the United Kingdom, traditionally played before games at other arenas in the Elite League, is not played before Giants games. These policies have been successful and the Giants have quickly built a large and enthusiastic fanbase who did not have to fear the sectarianism that marred other sports in the province.
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