New Five Year Deal for GPA

The GAA and GPA have agreed a new partnership with Pat the Baker to promote the company’s new Protein Bread.

The five year revenue share agreement will see a percentage of all sales going towards the GPA Player Development Programme, supported by the GAA.

This is a similar deal which the GAA/GPA partnership has with Avonmore over the promotion of Protein Milk, a deal that works well for both sides and has been running now since a ten year deal was signed in 2014

Read More: Glanbia and the GPA

This programme to which the money goes assists county players in areas of their off-field lives including education, career and personal development, health and wellbeing.

Pat the Baker is the eighth partner signed up to support the programme by way of sponsorship.  Others include PwC, Opel, Aer Lingus, Lenovo, Opro and Best Menswear, as well as Avonmore.

Yesterday’s launch did coincide with a raging debate over supplements being used by GAA players and the statement issued to accompany the sponsorship highlighted that

“protein bread contains 15g of protein per 100g which helps contribute towards the growth and maintenance of muscle mass and is an essential component in the diet of an athlete. It is used to rebuild and repair muscle after exercise. It can be challenging for an athlete to consume the required quantity of protein. High protein products can help with this.”

Protein is essential and perfectly legal.  It did though open Michael Murphy, there to promote the deal, to questions of his own supplement intake (modest) and whether he thought the supplements listed by Kerry footballer Brendan O’Sullivan as being excessive (each to their own).

Read More: Collision of Commerce and News

“This partnership creates an opportunity to inform consumers about the benefits of protein and provide a convenient means of consumption,” said Declan Fitzgerald, CEO of Pat the Baker at yesterday’s event.

“It provides an excellent opportunity for both organisations to further serve local communities”.

“There has been a huge rise in the awareness of the importance of healthy living and eating in recent years and this new product is a further example of Irish companies such as Pat the Baker meeting this shift for the benefit of both players and members alike,” said GAA President Aogán Ó Fearghail.

“We are delighted to form this new long-term partnership with Pat the Baker,” concluded GPA CEO Dermot Earley.

“Sales of this healthy, Irish-produced product will help strengthen our Player Development Programme as we strive to make a meaningful difference to the off-field lives of our county hurlers and footballers.”


Join us with an audience drawn from players, teams, brands and agencies on Wednesday June 14th for Unleashing Content where we will explore how the world of media is shaping up to new forms of content, how that is measured and how athletes fit into the new picture. See the full timetable and secure your place here.

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