Avonmore has renewed its long-standing partnership with the Gaelic Athletic Association and the Gaelic Players Association, confirming a new five-year extension that will see Avonmore Protein Milk continue as the official protein drink of the GAA/GPA.
The renewal builds on a relationship that has now spanned more than a decade and underlines the continued commercial strength of Gaelic Games partnerships aligned around performance, health and community values.
Owned by Tirlán, Avonmore has increasingly positioned its Protein Milk range beyond elite sport, broadening its appeal to consumers looking for accessible nutrition products to support active lifestyles and everyday wellbeing.
The renewed agreement will continue to support inter-county players through the GPA while also reinforcing Avonmore Protein Milk’s visibility across Gaelic Games audiences nationwide.
Launching the renewed partnership at Croke Park were Kilkenny hurler Martin Keoghan, Westmeath footballer Sam McCartan and Waterford footballer Kellyann Hogan.
Keoghan, an Avonmore Protein Milk Brand Ambassador, enjoyed a standout 2025 season in which he claimed his first PwC All-Star award and added to his growing reputation as one of hurling’s leading forwards. Hogan has emerged as one of Waterford’s most influential performers during their unbeaten Championship run to the Munster Final, while McCartan arrived at the launch fresh from helping Westmeath secure only their second-ever Leinster title following an extra-time victory over Dublin on Sunday.
Michelle Daly Lennon, Head of Category, Channel Marketing and Innovation at Tirlán, said the extension reflected shared values between the organisations.
“Avonmore Protein Milk is delighted to extend its long-standing partnership with the GAA and GPA,” she said.
“Rooted in Avonmore’s heritage of quality dairy, Avonmore Protein Milk delivers nourishing protein to fuel people of all lifestyles, both on and off the pitch. This partnership reflects our shared values of community and inclusivity, and we look forward to continuing our work with the GAA and GPA over the coming years.”
GPA CEO Tom Parsons highlighted the direct impact of the commercial partnership on player support and welfare programmes.
“Tirlán, through the Avonmore Protein Milk brand, have been a long-term supporter of inter-county players and today’s announcement shows their ongoing commitment to Gaelic Player Association members,” he said.
“The funds generated through this partnership go directly to protecting the welfare and supporting the development of players on and off the pitch.”
GAA Commercial Director Peter McKenna added that the renewal continues an important relationship for the Association.
“We are delighted to extend our partnership with Tirlán for a further five years,” he said.
“Their commitment has played an important role in supporting inter-county players for over ten years. We look forward to building on our successful relationship.”
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Image Credit: Gaelic Players Association and Sam Barnes, Sportsfile.
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