Dublin GAA and PTSB are putting the people behind the match day experience centre stage with the launch of a new five-part content series, The People of Parnell Park.

The series will tell the stories of volunteers whose work is an important, if sometimes unseen, part of club championship and league days at the Donnycarney venue.

PTSB, sponsor of the Dublin Leagues and Championships across football, hurling, ladies football and camogie, supported the production, and it represents another strand of content from the bank’s first season supporting the Dublin club game.

The opening episode features one of Parnell Park’s most familiar faces, Nora Leonard, who has been selling match programmes at the ground for more than 20 years.

Her contribution, though, goes significantly further.

Nora and her blue fundraising bucket have become a fixture at Parnell Park, raising money for St Francis Hospice. Over the years, supporters have raised close to €400,000, turning their generosity at games into a remarkable contribution to the hospice. I have dropped money in the bucket or donated via her QR code so many times I can’t count. She is always a welcome sight on the way in.

“I love Parnell Park and the people in Parnell Park are like family,” she says in the opening film, to be released on socials at 11 am this morning.

Dublin GAA’s Fionn McLoughlin developed the series, with Roamer producing the films. A new episode will be released each week over the next five weeks across Dublin GAA’s social channels and Dubs TV.

“The People of Parnell Park lifts the lid ever so slightly on the work that goes on here every day and by some very special people,” said Marcus Ó Buachalla, Chief Commercial Officer with Dublin GAA.

“We all know them. We all see them. But maybe now people will be able to put a name to a few of the faces and to realise the very real impact that they have on their match day experience.”

He also credited PTSB with bringing fresh energy to its coverage of Dublin’s club game and encouraged supporters to put “a few extra Euro Nora’s way” the next time they encounter her and the famous blue bucket.

For PTSB, the series provides an opportunity to broaden its sponsorship storytelling beyond what happens between the white lines.

“Our first season as sponsor of the PTSB Dublin Club Leagues and Championships has highlighted the incredible volunteer effort that underpins Gaelic games across Dublin,” said Stephen Jackson, Head of Customer and Marketing at PTSB.

“Parnell Park remains at the heart of the Dublin club game, thanks to the dedicated people who give their time and energy week after week.”

Nora also has a connection to St Francis Hospice in Raheny and Blanchardstown, among PTSB’s Community Partners.

“Nora’s commitment, and that of her fellow volunteers, is a wonderful example of the community spirit that makes Dublin GAA so special,” added Jackson.

 

Sport for Business Perspective

Sponsorship works particularly well when it provides a platform for stories that might otherwise remain untold.

PTSB’s partnership with Dublin GAA is primarily built around the club competitions, but The People of Parnell Park extends that relationship into the community of people who make those competitions possible.

Starting with Nora Leonard is a smart choice. The almost €400,000 raised for St Francis Hospice gives tangible weight to a story about volunteering, community and the importance of the familiar faces who become part of the fabric of a sporting venue.

There will always be plenty of attention paid to those wearing the jerseys at Parnell Park. This series turns the camera around and, for five weeks at least, gives some of those on the other side of the white line their deserved moment in the spotlight.

 

The first episode of The People of Parnell Park goes live today, with four further episodes to follow.

 

 

 

Dublin GAA are full members of Sport for Business. AIB is our Partner in our coverage of Gaelic Games.

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Image Credit: Dublin GAA

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