The Camogie Association and the GAA have signed a new commercial agreement whereby the GAA’s commercial team have been retained to manage and develop the Camogie Association’s sponsorship and broadcast rights.

The initial term of the agreement is three years.

The departure of Liberty Insurance from title sponsorship of the All Ireland Camogie Championship and All-Stars left a gap this year that could not be filled in time for the 2021 Championship.

The move was made instead to offer the rights to the ISPCC’s Childline, giving visibility to the opportunity that is there in the longer term and also building a store of goodwill across the sport and the wider population.

Littlewoods remain on board as sponsors of the National League series and have been very positive in terms of creating content that highlights the enjoyment to be gained from the sport.

Partners

The brand is also one of the key partners of the All Ireland Hurling Championship so maintaining a single point of contact across the companies Gaelic Games portfolio also makes a lot of sense.

AIB is in a similar ‘crossover’ position with its sponsorship, launching this week for the 31st year, of the All Ireland Club Championships in Hurling, Men’s Football and Camogie.

Tesco is the other national sponsor on board with Camogie, signing up to a two year deal as National Youth Development partner and sponsor of under-age All Ireland Championships.

RTÉ has held the exclusive rights to the All Ireland series with extended coverage in recent years bringing in live coverage of all matches from the Quarter Final stage through to the Finals day in September.

Ladies Football remains independent in commercial terms. Its strong portfolio of national partners includes TG4, Lidl, AIG, Current Account, Glenveagh, ZuCar and Sports Direct.

Closer

All three of the governing bodies have been working closer together in terms of pitches, welfare and Government relations in recent years though they do still retain their own structures of management and administration.

This commercial agreement makes a lot of sense in the current climate and is another thread that binds the Gaelic Games ‘family’ that little bit closer.

“We are excited about this commercial arrangement with the GAA and see it as a positive step forward for Camogie to maximise the ever-growing commercial potential of our sport,” said Ard Stiuthóir Sinéad McNulty.

“We are delighted that we will be representing the Camogie Association across its sponsorship opportunities and broadcast rights,” added Peter McKenna, Commercial Director at the GAA.

“Women’s sports continue to go from strength to strength and Camogie is at the forefront of that growth. We are committed to supporting the Camogie Association to reach its commercial potential over the coming years through this agreement.”

 

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