One of the key elements of any sporting partnership is the ability to offer ‘unique’ experiences that truly engage a chosen audience.  Ulster Bank and the GAA managed that to very good effect this autumn with a Príomh Series of events drawing on some of the stars of the summer in the informal setting of the players lounge at Croke Park.
The fourth and final event took place last night and featured Henry Shefflin being interviewed by Ger Gilroy of Newstalk before a crowd drawn from the bank customers and premium seat holders at the stadium.
There was naturally a Kilkenny tilt to the audience but familiarity showed no sense of a dimming in the thrall with which they greeted stories that would rarely make the headlines but which gave a great insight into the man behind the legend.
A probing of Brian Cody’s management style gave enough without breaching the player code while the changing nature of the game and the approach to fitness was illustrated with Shefflin’s having to abandon one match weekend ritual.  After making a strong debut in the National League at the start of his career he wanted to repeat what he had done, including a Saturday night run to the Chippers for a bag of chips and a couple of sausages.  “It was fine at the start but I wouldn’t get away with that now,” he said.
The connection between team mates was illustrated by the switch this year to Tommy Walsh, previously a direct player who liked delivering straight ball, switching to a long cross field ball into the hand of Shefflin.
“He had obviously thought it through beforehand but no it wasn’t part of some master plan. In fact it probably has as much to do with the fact that I am his effective boss in Bank of Ireland Finance and he might have wanted to get on my good side.”
The event was especially appealing because of its natural crossover between codes, sponsors and brands.  Ulster Bank are sponsors of the Football Championship and the Sam Maguire Cup was there bedecked in Donegal colours.  Shefflin is a hurler and he works for a rival company but if a logical approach to whether that would all work had been taken the event might not have taken place.
That it did was a credit to the GAA’s approach to maintaining its attraction in the off season for inter county stars and bringing together different groups.
There was a mix of fans and corporate guests in the room and all will have left with a sense of being closer to the sport, as well as more emotionally engaged to the brand that enabled it.
When asked about equipment Shefflin revealed that he does get attached to hurleys, that his one from this season was crafted by Brian Dowling of Star Hurleys and that his famous green helmet was the same one as he had worn since he was 16 years old.
“There’s a lot more insulation tape holding it together now than was originally intended and it has to be put away for games rather than make it to every training session but I wouldn’t be without it now, after all this time.”
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