Backing County – GAA Sponsorship

The GAA Championship is one of the hottest sponsorship properties in Irish sport but commercial backing runs deeper through provinces and counties at every level.

In 2019 the sponsorship landscape is a very varied one across the different counties.  Over the coming weeks, we will run through each of them with a look at who they have attached to their county ‘brand’, and how the association is working to improve both sides.

Sport for Business is a membership organisation, working closely with major sporting organisations including the GAA, Leinster GAA, Dublin GAA and others as well as major sponsors including AIB, sponsors of the All Ireland Club and Senior Football Championships.

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Mayo

History means a lot in Mayo and the fact that Intersport Elverys are entering their 22nd year as the sponsor of the Senior Men’s U20 and Minor teams is important in the county.

On board since 1998, the local based sports retailer doubled down on its local commitment in 2011 when it became the naming rights partner for Elvery’s McHale Park in Castlebar.

The local Aurivo Co-Op is also on board as the sponsor of underage competitions through its Homeland Stores brand and of the Senior Football Championship under Connacht Gold.  The Breaffy House Resort sponsors the Junior Football Championship.

Last month it was announced that Mayo GAA was to appoint a Chief Commercial Officer, putting them in line with Dublin and Wexford County Boards in recognising the importance of a dedicated resource to look after commercial partnerships.

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Meath

Meath GAA is on the rise again with a return to Allianz League Division One secured and a trip to the 2019 Leinster Final booked.  From a sponsorship perspective, the timing is good as this is the third of a three year deal with Devenish Nutrition as the county’s main partner.

The deal was signed ahead of the 2017 campaign and was reported at the time to be worth a six-figure sum. The Belfast based company is also the main backer of Horse Sport Ireland.

Prior to this Ray Coyle’s Tayto Park had been the shirt front sponsor since 2013.

Glanbia, Fairyhouse Steel, the local Seat dealership and Uniflu are also listed as sponsors by Meath GAA who are backing up advances on the pitch with plans to redevelop Tailteann Park in Navan.

Meath GAA, Ladies Football and Camogie have put in a bid for €8.3 Million from the Government’s Large Scale Sports Infrastructure Fund to do this.

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Monaghan

Financial advisory firm Investec have been main sponsors of Monaghan GAA since 2009 and this is their 11th year.

They sponsor the Ladies Football team as well as the Men’s, as befitting one of the main sponsors of the 20×20 campaign.

Local water company Celtic Pure came on board as a secondary partner in 2018 taking a position on the back of the shirt.

The county has a well thought through and diverse group of companies backing different elements with 24 local or locally connected brands supporting everything from different grades and age groups through to golf classics, awards nights and the Monaghan Centre of Excellence.

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Offaly

When the GAA first introduced sponsorship on the front of county GAA shirts, Offaly secured the backing of Carrolls Meats.  28 years on and the brand is still there.  Sporting fortunes may have ebbed and flowed over the time but Carroll’s have been a constant on the Faithful County livery.

Famously it was an Offaly club, Tullamore who first ‘won’ the right to wear the national colours before handing that honour onto the county team shortly after the Civil War.

In 2017 the County agreed on a ten-year naming rights deal for Bord na Móna O’Moore Park in Tullamore.  The ground is owned by Tullamore GAA Club but they lease it to the county on a long term deal.

Earlier this year Offaly signed a partnership deal worth €18,000 with the local education and training board.

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Roscommon

Roscommon has switched back this year to a more traditional brand on the shirts with Sean Mulryan’s Ballymore Property company taking the space.

Ballymore have been long term supporters of GAA across the county and for the past four years have been joint supporters with Ranger Pipelines.  Both companies agreed to allow the front of shirt sponsorship to be given over to the promotion of the Club Rossie brand.

This commercial and fundraising arm of the Roscommon County Board has been successful since its establishment in 2014 in bringing a wide number of local businesses and individuals in to support GAA development across the county.

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Sligo

Sligo is one of the few counties to have different sponsors on board for their Senior Football and Hurling teams.  International biopharmaceutical company Abbvie came on board for an initial three year’s with the county Football teams in 2015 and extended that deal by a further three years at the start of the current season.

The company has two manufacturing plants in the county and is a major employer.

The Senior Hurling team, who tasted success last year winning the Lory Meagher Cup, unveiled their new sponsorship arrangement at the start of the season with the local Clayton Hotel.

The county also has partnerships with IT Sligo, Connolly Group and Devenish Nutrition as well as a number of other local companies.

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Tipperary

At the end of 2018 Tipperary GAA announced that they would be sponsored across Hurling and Football from Minor to Senior by Teneo.  The global advisory firm is best known here for the work of the firm in Dublin where they advise across a large number of companies in terms of communications and are a key player in sports marketing and sponsorship.

The company was founded by Tipperary native and longtime private supporter of GAA in the County Declan Kelly.

Part of the sponsorship was also the creation of a Commercial Advisory Board aimed at creating long terms sustainable partnerships to aid the development of the GAA across one of its historic strongholds.

The Teneo deal is on a 12-month rolling basis but it is thought likely that the Advisory Board will continue regardless of whether the name is on the shirt or not.

Members of the Board include Kelly himself as well as Niall Quinn, Alan Quinlan, AIG General Manager in Ireland Declan O’Rourke, Louis Fitzgerald and Teneo’s Irish operation CEO Mick O’Keeffe.

Tipperary Ladies Football and Camogie have separate deals with Camida and Evros respectively.

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Tyrone

Tyrone Fabrication came on board as sponsors in a two-year deal covering 2018 and 2019.  They took over from fellow local firm McAleer and Rushe who had been on the jerseys for two years prior to that, but who stayed on as sponsors of the Tyrone Ladies Football and Camogie teams.

The company is based in Ballygawley and has been trading for 25 years.

“As avid GAA and Tyrone fans we are honoured, both on a personal and commercial level. We aim to build a strong and successful relationship with Tyrone GAA over the coming seasons,” said Director Antain McDermott at the time of their announcement as sponsors.

Getting to an All Ireland Final in year one was a major boost.

Tyrone GAA also lists Bank of Ireland, Deep RiverRock, LCC and O’Neill’s as its main partners.

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Waterford

Waterford brought local firm TQS Integration on board last year as the sponsor of all Waterford GAA men’s teams from U14 up to Senior.  They replaced 3 who had adorned the shirts since 2010.

“This sponsorship I feel is an ideal opportunity for us to promote our company nationally and indeed internationally,” said Managing Director Maire Quilty launching the 2019 sponsorship at Waterford Institute of Technology in January.

“The involvement with the GAA has enhanced our connections with the International business community and has resulted in expanding our workforce engagement.”

Coach operator JJ Kavanagh, despite being based in neighbouring Kilkenny are sponsors of the Club Championships and are the official travel partner.

Intersport Elverys are the official retail partner and Waterford are one of the few counties to go outside of O’Neill’s with Azzurri Sport as their kit manufacturer.

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Westmeath

Renault has been the primary sponsor of Westmeath GAA since 2014, providing financial support and cars from the range to management and players.

The local dealerships take the lead on the partnership hosting team announcements and events at their showrooms.

Ballygowan is also on board as Hydration partners, while local engineering company TEG took on the naming rights of TEG Cusack Park in 2016 on a five-year deal.  The Radisson Blu Hotel in Athlone came on board last year as sponsors of the development teams.

The Ladies Football team who are the only ones going toe to toe with Dublin in the Leinster Senior Football Championship are sponsored by Mojo’s a nightclub in Mullingar.

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Wexford

Gain Feeds, part of the Glanbia Agribusiness family have been on board as the principal sponsor of Wexford GAA since 2014.  The deal was originally brokered by racehorse trainer and Wexford hurling supporter Jim Bolger.

The alternate jersey which Wexford wore against Galway on Sunday was notable in incorporating imagery of the Wexford Pikeman, ironically drawing attention to the sponsor logo rather than detracting from it.

There is significant support at the secondary level as well with MacAuley Pharmacy Group coming on board with €100,000 worth of support for a Wellness programme being rolled out across clubs throughout the county in 2019.

Wexford took on the challenge of being more commercial last year with the appointment of Éanna Martin as Commercial Manager. Outside of Tomás Quinn at Dublin GAA that level of recognition for the importance of the commercial backing in terms of development within the county has yet to be fully recognised but as Wexford’s revenues grow that may well change.

Anthony Neville Homes are on board as sponsors of the development set up, while cloud computing company Innovate has attached their name to Wexford Park stadium.  Sport for Business member TOP is another among the 23 commercial partners listed by Wexford.

Definitely, a county moving in the right direction off the field of play.

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Wicklow

In February of 2019, Wicklow GAA signed a new three-year partnership with Renault Group Ireland and Joe Mallon Motor Group.  The sponsorship includes front of shirt branding for the Wicklow Men’s Senior Football Team and naming rights on the Wicklow Club Championship.

“We have enjoyed many years of great partnership with the Wicklow County Board sponsoring the Wicklow Senior Championships, and now we look forward to supporting John Evans and the Wicklow Senior Football panel well into the future,” said Patrick Magee, Country Operations Director for Renault Ireland at the time.

The county also lists a total of 14 other commercial supporters including the Arklow Bay Hotel, the Wicklow people newspaper, O’Neill’s and e-frontiers.

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