The GAA have made a major signing for the sport with the unveiling of Liberty Insurance as a major new partner. The company will take over from Guinness alongside Centra and Etihad as a principal sponsor of the All Ireland Hurling Championship and will also take over the sponsorship of the Senior, Intermediate and Junior All Ireland Camogie Championships.
In a ground breaking move, this is the first time that the same sponsor has supported both of Ireland’s oldest games.
As part of what is an initial five year agreement, Liberty Insurance will also be involved in other programmes including coaching, Camogie development, and the delivery of responsible driving initiatives.
The partnership is exciting on a number of different fronts. Firstly it puts the GAA out in front in terms of the debate on Alcohol Sponsorship of Sport by no longer carrying a major alcohol brand as a main sponsor of a major Championship. Diageo will remain involved as a long term partner of the association through its venues but this will likely not be effected by any ban on alcohol sponsorship.
Secondly it is another major advance in the momentum that is growing behind Women’s sport across all codes. Sport for Business, in Association with UCD Smurfit Business School is hosting a major conference on The Business of Women’s Sport in June and this deal will be a major pointer on how business can benefit from association with Women’s sport which remains a poor relation of Men’s activity in terms of commercial partnership but has vast potential which is only now being tapped.
Thirdly the deal shows again that sport is inclusive when it comes to sponsorship. Chill Insurance only recently came on board in a three year deal to sponsor Cork GAA while Aviva remains a committed sponsor across Soccer, Rugby and Athletics. We wrote only a month ago that Liberty Insurance, with a strong tradition of promoting sport and responsibility in the US market was likely to be a major player in Ireland and so it has proved to be.
Uachtarán Cumann Luthchleas Gael Liam O’Neill said the new agreement was a hugely positive move for the association. “We are delighted to confirm this partnership with Liberty Insurance, a brand with its own rich tradition and one that is firmly embedded in Irish life.
“We are especially pleased that for the first time one of our main sponsors will also be directly supporting the game of Camogie, which further underlines our intention to bring all of our codes closer together. As an organisation we look forward to working together over the course of the next five years to further enhance the profile of two of the best field sports anywhere.”
Speaking at today’s announcement, Pat O’Brien, CEO of Liberty Insurance said, “The GAA embodies values our company holds true: the powers of dedication, determination, and the understanding that real teamwork can lead to great accomplishments. We are very proud to now be part of the GAA team.
“Not only as a partner to our oldest games, Hurling and Camogie, but as a partner on coaching and responsible driving initiatives, and also the roll out of Camogie development programmes.
“We look forward to sharing our experience and heritage in the area of Responsible Sports with the GAA and Camogie and working closely with them over the coming years to help drive the continued growth and development of the association and the games.”
Uachtarán Cumann Camógaíochta Aileen Lawlor added “Today’s announcement represents an exciting opportunity for the Camogie Association and we are looking forward to working closely with Liberty Insurance to help grow and develop our national game, the fastest field sport for women in the world.
“In addition our joint partnership with the GAA Hurling Championship is a natural alliance and signifies the unity of both organisations as part of the Gaelic Games family.”
Read more about Sport for Business analysis of the GAA including news of other sponsorship deals and initiatives being undertaken through the sport that lend themselves to the involvement of commercial partners.
Read more about The Business of Women’s Sport Conference being held at the UCD Smurfit Business School on Thursday, June 20th and book your place today.
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