The power of sport at local community level is to be seen all over the country at the moment as villages and motorways are bedecked in a wide variety of club colours and exhortations to local heroes. 
County and provincial GAA club championships often have to wait until the conclusion of inter county action before taking centre stage but a tour of Ireland on this past bank holiday weekend would have left visitors feeling they were part of a medieval tournament spreading the length and breadth of the country.
In Munster hurling Thurles Sarsfields hopped across the border into Limerick and emerged victorious from their battle with Kilmallock.  In Clare, Dublin hurling manager Anthony Daly beacame involved in a heated altercation on the sidelines of his club side Clarecastle in a Minor Championship game while in Dublin Ballymun Kickhams, guided by the accurate boot of Dean Rock, son of Dublin legend Barney, prevented Kilmacud Crokes landing a hurling and football clean sweep in the capital.
The Champions of Wicklow emerged from their first round tie in the Leinster football Championship and little else will be spoken of in Wicklow town over the next few days.
The ability of a local club to define the town and its hinterland has rarely been tapped into by major brands.  AIB have come closest with its support of the GAA Club Championships, while Phillips adorned the shirts of Kilmacud Crokes but look further and it is very much a mix of local names and club supporters.
Ballymun sports the logo of the Autobahn Roadhouse pub on its shirts while Wicklow Tyre Services, Powerball Gyroscopes and the Butchers Block in Portlaoise are among the brands which could generate national coverage in the weeks and months to come.
The ability to work closely within local communities and build a loyal base of customers is something that sits high on the list of sponsorship requirements but an ability to do so at local level and at limited financial cost is often left on the table.
Sport for Business will shortly announce details of a new initiative aimed at raising the bar for Ireland’s 12,000 sporting clubs and helping them turn local pride into a stronger financial base.  To be among the first clubs to learn of this initiative please register your interest with Sport for Business today.
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