Dublin GAA has signed a new five year sponsorship agreement with AIG Ireland. The deal is worth €400,000 a year, making up to a total value of €2 million.
The deal is less than half that which was signed between Dublin and Vodafone over the last three years, but it is understood that additional subsidiary partnership deals may be facilitated as well. It still exceeds by 20% the amount secured by Cork GAA through it’s partnership with Chill Insurance.
The deal echoes strong trends seen recently within the GAA and sport generally by encompassing not only the men’s game but also bringing in the Dublin Ladies Football and Camogie sides as well.
The main catalyst in Ireland for that move was the five year deal between Liberty Insurance and the Hurling and Camogie All Ireland Championships which began this year to great overall effect.
AIG is one of the largest insurance groups in the country, employing 400 staff at offices in Dublin near the main RTE Studios. It is also part of the AIG Group which is one of the world’s leading sporting sponsors. Dublin GAA is now on a list of current major sporting partnerships that includes Manchester United and the New Zealand All Blacks.
The agreement comes into place within the next three weeks and a new branded jersey will be available for the Christmas market place. With two All Ireland’s in three years and having had such a strong year in hurling and ladies football as well, it is expected the new jersey will break all previous records.
“This is a massive day for AIG in Ireland and we are thrilled to be associated with Dublin GAA,” said AIG General Manager in Ireland, Declan O’Rourke.
“We are extremely proud to unite all the GAA family in the capital – Football, Hurling, Camogie and Ladies football – under one sponsorship brand, AIG.”
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“The future is bright for Gaelic games in the county, with strong clubs rooted in communities in the city, the suburbs and rural areas of county Dublin.
“As a sponsor, we hope to assist with the growth of Gaelic games and help Dublin promote these fantastic games which form part of the social fabric of Irish society.
“This sponsorship is a clear statement that AIG is committed to both the Irish insurance market and the Irish community for the long term. It solidifies AIG’s track record of supporting amateur sport in Ireland.
“Dublin GAA is a huge organisation, supporting 92 clubs, 100,000 associated members, 320 active primary schools and organises 4,000 adult club games every year.
“As a passionate GAA supporter myself, I understand how important sponsorship revenue is to ensure that these structures are supported and to ensure GAA is promoted at all levels from GAA nurseries to the stars who appear in Croke Park.”
“This sponsorship deal is a really significant boost to everyone associated with Dublin GAA,” added County Board Chairman Andy Kettle.
“The strength of the Dublin brand is illustrated by our ability to negotiate this outstanding sponsorship in a depressed economic market.”
“AIG is a blue chip organisation with a proven track record in sponsorship and they are going to be an exceptional partner. They fully understand what we are trying to achieve in Dublin.”
“The sponsorship revenue is critical in helping towards our expenditure on club coaching programmes and inter-county teams at all levels.
“AIG is also finalising their sponsorship activation plans which will promote GAA in the capital at all levels. We are very much looking forward to working closely with AIG over the next five years to ensure this partnership is mutually beneficial.