Sinn Féin is using its merchandise to boost popularity - particularly among young voters. That's according to Eoin O'Malley, an Associate Professor of Politics in DCU.
Yesterday's Sunday Times shed light on the party's merchandising strategy - which made sales of over €300,000 last year. Their merchandise range includes united Ireland Christmas jumpers and badges, carrying the words 'Irish Republican Army'.
Professor O'Malley compared the strategy to that of Donald Trump's 'Make America Great Again' campaign. "Creating merchandise that people are willing to wear or us is going to make the party more popular.
"It'll also create a situation where people are willing to show off that they are supporters of a particular political movement.
"So, people will wear the mega hats or the repeal jumpers; Sinn Fein merchandise will indicate to others that those wearing it are supporters of that political movement," he added.
