The GAA and GPA have signed a new 10 year partnership with Glanbia to promote the new Avonmore Protein Milk.
The revenue share agreement will see a percentage of all sales going towards the GPA Player Development Programme, supported by the GAA. This Programme assists county players in critical areas of their off-field lives including education, career and personal development, health and wellbeing.
The new product contains 50% additional protein for muscle development, providing a convenient and easily accessible source of protein throughout the day for everyone who enjoys sport, helping them to prepare for the next challenge.
“As a natural protein source, Avonmore Protein Milk helps rebuild and grow muscle mass as well as providing a good source for calcium, vitamin B12 and added vitamin D,” said Michael McArdle, Commercial Director for Glanbia Consumer Products.
“While Avonmore Protein Milk is ideal for everyone who enjoys sport to add to their food and drink intake, we are very pleased that the GAA/GPA has agreed to support its launch and so many high-profile players from across football, hurling and camogie are becoming involved as brand ambassadors.
“We are extremely pleased through this agreement to be in a position to contribute to the GPA Player Development Programme.
“Over the years Glanbia has been a corporate supporter of the GAA at county levels, particularly through our Avonmore brand. This partnership is a logical extension of that long-standing partnership.”
Success
Avonmore’s brand has been a staple on the Kilkenny shirt over that period and was carried to success in both the Allianz Hurling and Irish Daily Star Camogie National League Finals.
The new milk will be available nationwide and will also serve to promote sport and the GAA through carrying extensive branding and images of GAA brand ambassadors on the packaging.
“This new arrangement involving Glanbia and the GAA/GPA is a fantastic development for all parties concerned,” said GAA President Liam O’Neill. “In partnering with Glanbia Consumer Products, we will be working with a respected brand on a healthy product familiar to us all.”
Peter McKenna, Commercial and Stadium Director added: “This is an exciting new development and one we are hugely enthused by. Glanbia’s presence in households through the popularity of their products means in many ways they mirror the GAA and GPA. We are confident that this will be reflected in the roll of out of the product. I wish everyone involved every success with it and I believe it will make a noteworthy contribution to the Player Development Programme over the course of the next decade.”
Healthy
“We are delighted to form this new long-term partnership with Glanbia, one of Ireland’s most outstanding global businesses,” added GPA Chief Executive Dessie Farrell. “As a leading international performer in the area of nutrition our agreement to endorse Glanbia’s Avonmore Protein Milk is a perfect fit for the GAA and GPA. 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.”
The agreement with Glanbia is the latest in a series of endorsements that are bringing the GAA into a wider area of everyday Irish life. Last month an agreement was announced with Cadbury for exclusive branding of a GAA Moro chocolate bar which is available exclusively through main GAA partners Supervalu and Centra.
The Association also announced GAA Go, it’s new joint venture international streaming venture with RTE as a main sponsor of the All Ireland Football Championship, while an extension of at least one more existing partnership is expected to be made shortly.
The role of sport in promoting milk was also added to with the launch of a new TV ad campaign for the National Dairy Council this weekend featuring rugby stars Rob and Dave Kearney.
