Cusack Park, the home stadium of Clare GAA is to be renamed Zimmer Biomet Páirc Chíosóg.
The commercial side of the move sees an initial three year agreement with US Biomedical firm Zimmer Biomet. The cultural one is a rechristening to the Irish version of his name that the founder of the GAA is reported always to have used.
The announcement was made this morning ahead of a major fundraising lunch we attended today in the Dublin InterContinental hotel.
Eoin Conroy of Titan Experience is deeply involved in his home county affairs off the pitch and he welcomed Zimmer Biomet’s Head of Manufacturing at its Shannon Base Michael O’Malley onto the stage to a sound welcome from the faithful.
Of course there will be a social storm about the selling of the essence of the GAA but the money paid in return for the rights will fund coaches and improvements to the experience of Clare hurling that would otherwise not be possible.
Nobody will be imprisoned for not using the name but it is part of the modern business of sport and surely a good thing at a time of greater tension in US relations that the company which employs over 1,000 people across the midwest should feel it was a good idea to invest in their local community.
It is the first time that a title sponsor has been secured for the Clare County Ground.
Zimmer Biomet has been a major employer in Clare for nearly 20 years. It is headquartered in Indiana and also has a facility in Galway..
“The Zimmer Biomet ethos is steeped in the values of community support, grassroots involvement and active healthy living,” said O’Malley.”
“We are extremely proud to partner with Clare GAA in assuming the naming rights to Zimmer Biomet Páirc Chíosóg and of the benefits this association will bring to both organisations.”
GAA president Jarlath Burns was there and Conroy went on then to raise around €40,000 from an auction but we slipped out the side before Anthony Daly was asked to crank up the songs in the Ice Bar next door.
There was a brilliant six and a half minute video of the Clare season which brought tears to the eyes of the faithful in the room and was an equal inspiration to anyone with a love of the GAA.
It may not be the catchiest of Stadium naming rights but the money it delivers will be an essential part of ensuring that Clare GAA stays at the top table for a while yet.
Further Reading for Sport for Business members: Naming Rights Debate Flares in Cork, Galway and Government
SPORT FOR BUSINESS PERSPECTIVE
The world of sport is moving strongly towards Stadium naming rights as a key element in the financing of new build facilities.
The Aviva Stadium was named at the time of the rebuild as were the Emirates, the Etihad, the Allianz Arena and Allegiant Stadium where this year’s Super Bowl will be staged.
They are fit for purpose venues with more comfort, better access, safer access and so much more. Ask the fans if they would like to go back to older grounds and there would be a fairly solid no.
WHAT’S UP NEXT?
We will be looking at a number of features on the business around the GAA over the course of March and April as we head into Championship season..
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