eir is the latest major GAA sponsor to commit to a long term extension of its support for the All-Ireland Football Championship.
The new deal will cover five years and represents a multi-million euro investment by the company as well as another massive vote of confidence in Irish sport.
The three largest mobile phone companies on the island now sit in the best seats of the house for the three biggest sports in the country with Three on board until 2019 with the FAI and Vodafone starting today as the four year principal commercial partner of Irish Rugby.
eir is also the official telecommunications provider of the GAA, and used the All Ireland Final last year as a major part of its rebrand from Eircom to eir.
Having purchased Setanta Sport earlier this year it will be fascinating to see whether eir will also feature in the next broadcast and media rights deal currently being framed and negotiated by the GAA and a growing number of players ion the broadcast arena.
Tech Showcase
The multi-million euro sponsorship will be supported by an advertising and communications campaign that is being developed to showcase how technology is positively impacting the game, players’ preparation, fans and communities.
Technology is playing an increasingly important role in how fans enjoy the game, how players prepare for the game and how analysts and fans read the game.
GAA is no different to all other sports in terms of embracing and being seen as the perfect platform for technology.
This is a key element behind why Sport for Business and others have created Sports &Tech, a gathering of leaders from both worlds in Dublin on October 17th and 18th which will feature speakers from the US Olympic Committee and the Golden State Warriors among many more over two days at the RDS.
Click here to book a 2 for 1 early bird ticket to this great event.
Audiences have moved from being on the side lines of a game to being virtual pundits following the increase in use of social media and further engagement via trending hashtags and tweets that would have been an alien language a mere ten years ago.
New TV Ad
Players have seen huge changes as well, both on and off the pitch, and the way in which technology impacts on the sport is a main part of the new TV ad that will accompany eir’s partnership with the Championship this summer.
‘New Play Same Passion’ – was shot in the last few weeks and features Cillian O’Connor from Co Mayo and Fionn Fitzgerald from Co Kerry. It marries the traditional wet winter training sessions in muddy fields and relentless coaching meetings, but then flips to show how technology is aiding the game.
Coaches are shown using a tablet to track a players’ performance. There is a a mobile outlining a nutrition plan and an LCD screen identifying opponent’s stats.
The campaign will air on June 6 and run over the course of the Championship and will be supported by TV stings for live matches, digital marketing and social media activity as well as content activation including game previews and analysis.
“Fans used to just watch a game but now technology is central to how they can enjoy the whole experience including pre-match speculation, on the spot commentary and post-match analysis all of which happen via a huge range of social media sites and devices,” said Jon Florsheim, Managing Director of eir Consumer.
Natural fit
“For us, this partnership is a natural fit; the GAA provides the sporting talent; the communities provide the fans and eir provides the technology which enhances the whole experience.”
There is a new eir.ie/GAA website (www.eir.ie/GAA ) with weekly quizzes and a season long Predictor Game as well as a social media hub.
“We are pleased to confirm a five-year extension to our strong relationship with eir and I look forward to seeing their expertise being brought to bear on our games over that period,” said Páraic Duffy, Director General of the GAA.
“eir, like the GAA, justifiably pride themselves in connecting people across the Ireland and indeed abroad, and the ongoing advances in communication technology makes that process easier with each passing year.”
“Similarly, never before has science and technology so closely accompanied both the playing and watching of our games and I am excited about seeing how modern modes of communication and technology will continue to enhance and improve the experience of both the players and supporters in the years ahead.”
