Cork GAA has unveiled an ambitious new programme of investment and commercial activity that it expects will realise over €20 million in revenue over the next five years.
The income is being planned to come through Cork County Board and stadium sponsorship, concerts and stadium rental and advertising will be used to invest heavily in clubs across Cork, and in a better-resourced county structure.
One Cork represents a coming together of existing organisations working to further Gaelic Games across the county, including the Cork County Board, the Páirc Uí Chaoimh Stadium Board, Cairde Chorcaí, the clubs and supporters. There is no mention in this early stage of Cork Camogie and Ladies Football being brought into the fold, which may be an opportunity lost, or just postponed.
“The ambition of One Cork is to make Cork GAA one of the most successful sporting organisations in the country, both on and off the pitch,” said a statement issued yesterday.
“By investing properly in clubs, schools and county structures, One Cork will lay the groundwork for future success at every level from Rebel Óg to Inter-County.”
“The plan will build upon a series of strategies in key areas, namely sponsorship, commercial opportunities at Páirc Uí Chaoimh, ticket sales and advertising.”
“A group of dedicated Cork GAA supporters with vast commercial experience has been working on the commercial strategy for One Cork for a number of months. Their stated goal is to introduce a commercial engine that will deliver the required return to drive a vision and ambition for Cork GAA.”
The move has to be applauded as for too long, the commercial side of Gaelic Games at the county level was left too far down the agenda with games administration and competitions being all that mattered, without heed to how they might be invested in.
Cork is the latest County to seize the chance to do things in a better planned and more structured fashion.
Sport for Business will have an interview early next week with the Chair of another County Board that are planning a similar fresh look at this whole area.
In terms of sponsorship, One Cork is looking at the potential of selling naming rights for elements of “the Páirc”, its development as a national venue for events and its appeal as a year-round destination.
One Cork will also look at using its existing real estate for new advertising opportunities, using a model that has worked extremely well for other sports, a nod perhaps to the naming rights of Irish Independent Park in the City by Munster Rugby.
“One Cork will deepen links with the clubs and their communities,” continued the statement.
“The goal is to ensure that every player, from the 5-year-old starting out to the inter-county star, will see the benefits of the programme.”
“This has already begun with the Rebels’ Bounty, a revamped draw format that will see clubs directly benefit from improved ticket sales.”
“One Cork realises a long-held ambition to drive Cork GAA forward united, as befits the largest county in Ireland,” said County Board Chair Tracey Kennedy.
“By embracing this vision of what Cork GAA should be, every member of every club will be on a firmer footing for the future, both in terms of finance and structure.”
“From this point on, there is a single purpose – the success of the entire organisation with a view to benefitting all our players and all our clubs, and ensuring that the Rebel red is once again a regular feature in Croke Park.”
The move has been welcomed by the GAA at the national level.
“On behalf of the wider Association I wish Cork well in their endeavours in establishing ‘One Cork’.,” said GAA President John Horan.
“The project is ambitious and innovative and has the potential, if fully supported by the wider Cork GAA family, to harness the huge goodwill that exists towards our games in what is the biggest county with the largest number of clubs in the GAA.”
The One Cork steering group includes County Board CEO Kevin O’Donovan as Chair, Ted Owens from Cairde Chorcaí as Vice-Chair, Michael O’Flynn, Jim Woulfe, Kieran Calnan, Tracey Kennedy, Marc Sheehan, Diarmuid Gowen, John Mullins, Tomás Mulcahy, Conor McCarthy, Seán O’Brien and Sinéad O’Keeffe.
It is an ambitious coming together and one that has the potential to present a more unified and therefore more attractive proposition to potential partners.
Sport for Business Partners
