The 2014 GAA season will be a crowded place. Not only among the 32 counties that will be pitching for glory and the more than 1,000 players that will wear their shirt with pride but also on the sidelines with a growing band of major insurance companies buying a major stake in the game.
This could lead to something of what might colourfully be called a ‘shemozzle’ but the reality is that all sponsors are entering the market because it works for them and each will raise the others game in terms of staying ahead of the targets they will set.
Liberty Insurance were the major new face on the All Ireland Hurling Championship in 2013 and they did a strong job in building brand affinity both around the sport and at the venues. Reaching out to clubs and extending to the women’s side of sport through the Camogie Championship enabled them to find their feet quicker than might have been expected in the first of a five year deal.
Chill Insurance spent less in securing Cork GAA jerseys in Football and Hurling but saw their logo boldly adorn half the shirts on display around the two classic September games at the business end of the hurling season.
Allianz will get first run at 2014 through its long standing support for the Allianz Leagues and the Spring Series of matches at Croke Park under floodlights that raise the temperature in the colder months of late winter and early spring.
Next year though they will have to contend with the might of AIG who will be out to score some early wins with their exciting partnership with Dublin GAA.
FBD are involved in early season activity in Connaught and are believed to be interested in higher profile engagement. VHI were previously involved in the GAA at under age level but have stepped back while other major players like Aviva, Zurich and RSA are concentrated on other sports.
Death and taxes are famously the two things in life that are inescapable. Insurance would run them a close third with the need for medical, motor, home, business and myriad other opportunities.
It is a big pot, even within the local Irish market and it is a good reflection on sport and the GAA that so many of the biggest names are eager to push their way into the market.
In sport as in business competition brings out the best in teams. 2014 will be one to watch in more ways than one.
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