Cadbury Ireland has launched the eighth year of its search for an U21 GAA ‘Hero of the Future’.
The initiative complements the sponsorship of the Cadbury All Ireland U21 Championship which is presently in full swing. Designed to recognise and highlight the skill and commitment of U21 footballers, the winner is selected by a mix of public voting and adjudication from a panel of judges that consists of Kildare player Dermot Earley, former Dublin Manager Paul Caffrey and TG4 journalist Micheal Ó Domhnaill.
 
The Cadbury Hero of the Future award winner will receive a specially commissioned bronze award and €1,000. In addition to these the winner’s club will also receive a grant of €1,000.
The Championship takes place at a crowded time in the GAA calendar with the Allianz National League mid way through and the AIB Club Championships highlighting grassroots football and hurling on a national stage.
The timing works well for Cadbury though always coming in and around Easter and giving smart opportunities to engage with groups at a very busy sales period.
The Cadbury GAA Football U21 All-Ireland Championship Facebook page has over 10,000 followers, putting it in the top flight of sporting brands on the social networking site and apart from news, reports and results, the page also carries details of how Cadbury can help clubs, schools and other groups with Easter Egg hunts and trails.
The Championship itself is increasingly high profile and with a longer tail than was previously the case.  It is a strong testing ground for future inter county managers with Jim McGuinness of Donegal and Jim Gavin of Dublin having come through the ranks.  Dessie Farrell in Dublin and Darragh O’Sé in Kerry have been in their respective hot seats this year.
 
“This is Cadbury Ireland’s 9th year as sponsor of the Cadbury GAA Football U21 Championship and each year it continues to grow,” said Shane Guest, Cadbury Ireland Senior Brand Manager. “The U21 Championship has become an integral part of the GAA calendar and it offers fans the chance to see some of their current and future county stars in action.”
 
“The impact and excitement generated by the Cadbury GAA U21 Football Championship has been plain for all to see in recent weeks,” added GAA President Liam O’Neill,  “and this level of interest in early season championship football will not only continue but increase in the weeks and months ahead.”
 
“I laud and acknowledge Cadbury for their ongoing support of this competition, a vital bridge for our young players, and I hope their passionate and creative promotion of what is a keenly followed championship will continue for many years to come.”
Cadbury’s focus on youth and developing talent is also evident in its support for the talent identification programme run by Paralympics Ireland.