Broadcast deals are always about so much more than who will have the right to show pictures from games.

A major part of why Sky was successful in bidding as part of the current five-year deal with the GAA was revealed at Abbottstown yesterday with news of three key grassroots initiatives which will see the broadcaster invest a total of €3m over the course of the deal.

Throughout 2017 to 2021, Sky Sports will join forces with the GAA on the ground to encourage more kids to participate and get involved in Gaelic Games.

Dublin player and newly crowned All Ireland champion Con O’Callaghan and Sky mentors Carla Rowe and Darran O’Sullivan were at the launch to announce Sky Sports’ grassroots plans and also took part in a number of Q&A sessions with 300 children from all over the country that had come to play games at the GAA Development Centre on the Sport Ireland National Sports Campus.

The deal will see Sky Sports leveraging its links to world-class elite sportspeople and visiting Super Games Centres around the country.

It has also pledged support and investment to the GAA Youth Forum, an annual forum taking place this year on 28th October, and the GAA Games Development Conference which takes place in January.

The Super Games Centres have been established to reduce youth drop out which is the biggest worldwide problem in sport. Research conducted by the GAA and University of Sterling prove the veracity of the SGC approach and the importance of giving this age cohort responsibility for the organisation of their own affairs.

Sky Sports will provide support to each Super Games Centre in the form of kits and equipment. Regional visits with Sky Sports mentors will also be arranged throughout the year, with the aim to increase the number of Super Games Centres countrywide from 119 to 154 in 2017.

With approximately 25 kids taking part in each Super Games Centre, the goal is to reach and encourage over 3,500 children annually.

The #GAAyouth Forum is a free annual event specifically for young GAA players – boys and girls – aged 12 to 21 years of age. It is designed for young players, by young players with the support of the GAA’s Youth Committee.

This year’s annual #GAAyouth Forum takes place in Croke Park, on Saturday 28th October. With some of the most experienced sports experts in its stable, Sky Sports will work with the GAA to provide a well-known sports personality to deliver expert advice and guidance to Ireland’s young GAA players on the day. Details of who this will be will be announced in the coming weeks.

The application process is now open for all young players and there are 600 places available across three age-grades: 12 – 15 years; 16 – 18 years and 19 – 21 years.
www.gaa.ie/gaayouth.

The third element of the deal is the GAA Games Development Conference in partnership with Sky Sports.

Running since 2003 with over 800 of the GAA’s leading grassroots coaches in attendance, this year’s conference will take place over two days in Croke Park on Friday 12th and Saturday 13th January 2018.

“Our announcement today further demonstrates our commitment to GAA, not just in broadcasting the All Ireland Senior Championships, but also in supporting our stars of the future,” said Sky Ireland Managing Director JD Buckley.

“We have enjoyed another wonderful season this year which saw 14 exclusive games air on Sky Sports and we look forward to working with the GAA across the Championship and at grassroots level for many years to come.”

“Where winning is concerned, many young people today are fighting a losing battle as reflected in the numbers who are dropping out of sport,” added GAA Director of Development and Research, Pat Daly.

“The key principle where the Super Games Centre is concerned is that “everyone is good enough here”. Instead of fighting a losing battle, every young person should battle to succeed – always. Then, everyone is a winner.”

The GAA, RTÉ Sport, Bank of Ireland and PwC are among the more than 220 organisations that play an active part of the Sport for Business community.  

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 Image Credits TG4