BELFAST, Northern Ireland — When the Steelers landed marketing rights and what was essentially the green light to build a global brand throughout Ireland in 2023, the Rooney family was adamant that their efforts would include all of Ireland.

On Thursday, as the first-ever NFL regular season game in their homeland approaches, the Rooneys took additional steps toward fulfilling that promise, tracing the family's ancestral roots and making a few charitable and community-minded stops in Northern Ireland.

The first was a flag football event in Belfast, about 45 minutes north of the Rooneys' County Down origins. In the afternoon, we drove to the family's hometown of Newry for the presentation of a pair of college scholarships.

"When we made the Ireland announcement back in 2023, we said it would be an all-island approach, and we meant that," Dan Rooney Jr. told me. "That means if we're going to do a watch party in Dublin, we also wanna do a youth camp up in Northern Ireland.

"We've done youth camps all across the island at this point. It's important to us."

The flag football event was held at the Colin Glen Leisure Center, as the Steelers welcomed approximately 90 boys and girls between the ages of 10 and 15 from the Belfast area.

To help those in attendance and to keep the energy high, the Steelers brought along Jerome Bettis and Ike Taylor, who interacted with campers, taught some football lessons, posed for pictures and signed autographs.

Taylor described flag football as "an introduction to football" and emphasized its importance when it comes to helping those not as familiar with the sport.

"You don't have to put a helmet on," Taylor said. "You don't have to put shoulder pads on to get introduced to the game. I love that it's growing and big internationally as well."

The growth of football in Ireland has been a topic of conversation here this week, and it hasn't escaped the former pros.

Bettis played here during a preseason game in 1997, but his two experiences are much different. Back then, attendance was around 30,000. Interest was scarce, American football way more of a niche thing. Croke Park is expected to sell out on Sunday for the game against the Vikings.

The Bus was also in game mode for his first time over here, tunnel vision and all. This time, he's played some golf, had a few pints and brought his personality and smile to Belfast.

"I'm an ambassador, a fan of football," Bettis said. "As a player, you don't get an opportunity to do an awful lot because you do have the game. You have to focus.

"But coming here as a fan and spectator, you can really experience the culture here in Ireland. You get to interact with the people a lot more. It's just a wonderful place. The people have been fantastic."

As much fun as everyone had splitting into stations and learning some new skills, the educational component is just as important to the Rooney family, Dan Jr. said.

Money is awarded through the No Mind Left Behind scholarship program, which is developed by The Ireland Funds. That's a massive philanthropic effort here that Mr. Rooney helped start. To date, The Ireland Funds has raised more than $650 million.

The scholarship program started in 2011 with just two students. Yet this September, hundreds will attend college thanks to money obtained through No Mind Left Behind. This year, for the first time, the scholarships were presented in the names of Dan and Patricia Rooney.

In addition to the scholarships, valued at €20,000 spread over four years, the Rooneys donated $20,000 USD to St. Mary's High School and Newry High School to assist with school supplies and additional resources.

"Really, really special," Dan Jr. said. "It's important that we're supporting the youth, not just on the field but in their education."

Not to mention having some fun. That was the emphasis from Taylor and Bettis in the morning, imploring campers who might struggle at first to keep trying, for those experienced with American football to help their friends and to simply to keep playing the sport.

It has happened plenty thus far.

The sport remains in a curious place over here, where Gaelic football, hurling and rugby have more of a historical footprint.

"A lot of people don't necessarily know how the game is played, so it's hard to really enjoy it," Bettis said. "I think it's shown the growth of the game abroad, in Ireland in particular.

"I'm excited to see what it feels like and sounds like [Sunday]. It should be a great experience for the players. I'm hoping that it's an even better experience here for the fans."

It's exactly what Mr. Rooney would've wanted, honestly.

To impact all of Ireland, which the Steelers are doing. And to combine his passions into one.

"He laid the blueprint out for all of us, at least in terms of how he wanted to connect the Steelers and Pittsburgh back to Ireland," Dan Jr. said. "He would be proud. He would be on this field standing with us if he were here. I know he would be really pumped up for Sunday."

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