In an era where young people’s perspectives are shaping everything from politics to pop culture, the Gaelic Athletic Association is making sure their voices are heard within the walls of their own clubs.
This week, the GAA and Amazon launched Glór na nÓg — “Voice of the Youth” — a four-week digital engagement initiative designed to give junior members across Ireland and abroad a platform to share their ideas about the future of their clubs.
Running from November 11 to December 7, 2025, the programme will invite young players to reflect on two simple questions: What’s the best thing about your GAA club? And what can be done to make it even better?
Behind those questions lies an ambitious purpose — to listen, learn, and invest in the next generation of GAA members.
Amazon is contributing €85,000 to fund the initiative, with the money flowing directly to local clubs through a tiered prize structure.
The overall winning club will receive €8,000, while each of the four provincial winners will be awarded €4,250. Twenty-eight county-level prizes of €2,000 and a series of €500 discretionary awards ensure that clubs of all sizes, from urban giants to rural parish teams, can benefit.
Glór na nÓg is an experiment in participation and a chance to put the youngest members of the GAA at the centre of its conversation about the future.
“This partnership with Amazon represents an exciting opportunity to harness technology in the service of our communities,” said Peter McKenna, Croke Park Stadium and GAA Commercial Director.
“Glór na nÓg will give our young members a meaningful voice in shaping the future of their clubs while celebrating what makes our community so special.”
The collaboration pairs the GAA’s deep community roots with Amazon’s technological expertise.
Participants will access the initiative via QR codes displayed in clubs and online, which lead to a dedicated digital portal usable on mobile or desktop devices.
Submissions will be processed using an AI-assisted system that helps a judging panel identify the most innovative and constructive suggestions. Winners will be selected and announced in February 2026, based on creativity, community impact, and clarity of expression.
“We’re proud to support the GAA in creating new pathways for youth engagement,” said Alison Dunn, Country Manager for Amazon in Ireland. “This initiative shows how technology can strengthen community bonds and ensure young voices are heard in shaping the organisations they care about.”
The initiative is open not only to GAA clubs across Ireland but also to the growing network of clubs abroad — from North America to the Middle East — where Irish communities are nurturing the next generation of players.
To ensure the widest possible reach, the GAA is distributing marketing toolkits to club and county communications officers, while both organisations will run coordinated social media campaigns aimed at young members.
For players like Nicole Lyons, an Amazon employee and member of St. Patrick’s GAA in Palmerstown, the programme has personal resonance.
“Coming from a relatively small club like St. Patrick’s, I know how important it is for every young voice to be heard,” Lyons said. “This initiative gives players from smaller clubs the same opportunity to shape their sporting future as those from larger ones. It’s about making sure passion and ideas matter more than size.”
When the winners are announced next February, the financial rewards will be welcomed by clubs across the country. But the greater value may lie in the ideas themselves — the insights from young players about what makes their clubs matter.
“It’s about letting young people know their opinions count,” McKenna said. “They are not just the future of the GAA — they are its present.”
Image Credit: Amazon and GAA, Sportsfile
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