The success of any partnership in sport is ultimately judged by its renewal and yesterday AIG and Dublin GAA announced a five-year extension to theirs.
This is the fifth year of the agreement which covers all aspects of Gaelic Games in the capital from Football and Hurling to Ladies Football and Camogie, from the All Ireland’s through the juvenile development squads and out to the clubs.
AIG monitors its marketing activity against a range of key performance indicators and judges success not by a feel good factor but by hard business numbers. In 2017 as with each of the previous years, the targets on what was down to be achieved through partnering with Dublin GAA were smashed.
Numbers relating to weekly quote volumes, customer renewal, staff retention and trust scores were all well ahead of target, bolstering a strong case for how the partnership was delivering for the business.
The evidence of success on the pitch increased player numbers at club level and development of all four codes in the capital shows that it has been a winner from the sporting perspective as well.
The only point for negotiation then would have been on a fair value for the partnership.
Sport for Business believes that the overall figure across the next five years will amount to a little beyond the €4 million that was the amount of the previous deal but structured in ways that will deliver value far beyond the writing of a cheque.
The extended deal will see AIG sponsor the new AIG Performance Centre at Parnell Park which is due to be fully developed this month and will be open for use to both club and county players from right across Dublin.
Money will be set aside for Games Development Officers to expand reach into schools and assist with the development of clubs.
There will also be a range of initiatives aimed at clubs and including safety initiatives and education courses as well as equipment and education programmes.
An important element of the deal has always been the crossover between all the different Dublin codes with Camogie and Ladies Football folded into every aspect of promotion and support.
Underage teams are also supported, through Parnell Park and the Club Chronicles series of videos has created an important historic record for clubs from across the county as well.
“Today’s announcement is a massive vote of confidence from AIG in Dublin GAA from grass roots level right up to our senior teams,” said Dublin GAA Chairman Sean Shanley.
“Both Dublin GAA and AIG have gone from strength to strength over the course of the last four and a half years and this long-term commitment will allow us plan for the development of our games in the county on a sound financial footing.”
“Providing the right structures for young players to participate in hurling and football in a county with the population of Dublin is a huge operation which requires significant investment.”
“With the backing of AIG, we can look forward to building on the work already being done and continue to invest in allowing as many girls and boys as possible to take part with the guidance of the best coaching.”
“It is a massive day for the clubs all across Dublin. With the finance provided by this deal, Dublin County Board can invest in more projects, more coaching and better support structures. The AIG Performance Centre at Parnell Park will be just one of a number of initiatives which we have in the pipeline.”
“AIG is extremely proud of its sponsorship of Dublin GAA, Dublin Ladies Football and Dublin Camogie. The partnership has been a major driver for building our brand and business since November 2013,” added AIG General Manager Declan O’Rourke.
“It is fantastic for AIG to continue to be part of the Dublin GAA success story for a further five years. With Dublin County Board’s proven management team, we look forward to seeing the GAA continue to go from strength to strength across all four codes, in the city and county, in nurseries, clubs, schools and in Croke Park.”
“AIG in Ireland is committed to investing in grassroots sport for both male and female participants. This sponsorship extension is a clear sign of that, as is our continued sponsorship of the Golfing Union of Ireland and the Irish Ladies Golfing Union, the AIG Irish Open Tennis Championships and the promotion of our global sponsorship of the All Blacks and the Black Ferns.”
Image Credit: AIG Sportsfile