Dalata Hotel Group has reaffirmed and expanded its commitment to the GAA Under-20 Football Championship, entering the second year of its title sponsorship with an enhanced focus on the people who shape success both on and off the pitch.
At a launch event in the Dalata owned Thomas Prior Hall in Ballsbridge, the group outlined the evolution of its ‘For Difference Makers’ campaign, which will once again run across television, with special stings on TG4, alongside PR and social channels throughout the 2026 Championship.
For Dalata CEO Dermot Crowley, the second year of the partnership is about going further.
“Year two of our partnership with the GAA Under 20 Football Championship is about going deeper – deeper into the values we share and deeper into the stories that truly resonate,” said Dermot Crowley, Dalata CEO.
“At Dalata, our difference has always been our people. Every hotel, every shift, every guest experience has moments where someone has to step up. Just like in U20 football, those moments of individuality, courage and leadership are what ultimately define success.”
The 2026 campaign shines a spotlight not only on standout players but also on the wider ecosystem that supports them. Among those featured are Tyrone’s Eoin McElholm, the 2025 U20 Footballer of the Year; Mayo U20 manager Keith Higgins; Principal Clinical Psychologist Dr Jennifer Hayes; and Offaly footballer Cormac Egan, who is also a graduate of Dalata’s structured Graduate Programme.
Together, they reflect the broader theme of the campaign – that progress is often sparked by one person stepping forward at a crucial moment, whether in a packed stadium or behind the scenes in a hotel, a dressing room or a workplace.
GAA President Jarlath Burns described the Under-20 grade as a pivotal stage in a player’s development.
“The Under 20 Football Championship has always been about development and opportunity – giving young players the platform to find their voice and make their mark,” he said. “Dalata’s commitment reflects a genuine understanding of what the GAA stands for: people, community and the belief that one moment, one action, can change a trajectory for both a person and an entire team.”
Burns also highlighted the significance of the grade in the broader player pathway. By the age of 20, he noted, early physical advantages begin to level out and the focus shifts firmly to performance, leadership and resilience. It is often the stage at which future senior inter-county leaders emerge.
That theme was echoed by Keith Higgins, now managing Mayo’s U20 side after a decorated senior career.
“Under 20 football is where you really see character revealed,” he said. “These are young players learning what it means to take responsibility and make a difference when the game is on the line. Those moments are forged through countless hours of preparation – not just by the players themselves, but by their parents, coaches and communities.”
Higgins pointed to the balancing act faced by modern U20 players, many of whom are juggling county commitments with school, college, work and family life. Managing welfare and expectations has become a central part of the role.
The importance of resilience – a recurring theme throughout the morning – was explored in greater depth by Dr Jennifer Hayes, who works with teams across sport and in the health service.
“It’s in the difficult moments that the good stuff develops,” she said. “If you can learn how to regulate stress and communicate under pressure, you won’t produce fear-based actions. These are skills for life, not just for sport.”
Cormac Egan offered a player’s perspective, reflecting on Offaly’s 2021 All-Ireland U20 success and the responsibility that comes with representing a county at that level. Now working in Dalata’s finance team, he spoke about how the habits formed in elite sport – time management, communication and composure under scrutiny – translate directly into professional life.
Dalata also confirmed that its connection with the GAA will deepen further with the opening of a new hotel at Croke Park, strengthening a relationship that Crowley described as rooted in shared values of teamwork, ambition and people development.
Hotels, he added, have long been woven into the fabric of GAA life – hosting teams, supporters and celebrations across the country. Through ‘For Difference Makers’, Dalata aims to celebrate those quiet leaders and steady hands whose contributions are not always visible but are always vital.
Image Credit: Dalata, Core Sponsorship and Dan Sheridan, Inpho.ie
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