Sports Direct has agreed on a three-year extension to its sponsorship of the Ladies Gaelic Football Association’s thriving Gaelic4Mothers&Others programme.
The initiative is an innovative way to introduce mothers and other women to Ladies Gaelic Football in a fun, non-competitive and social environment.
Since its inception, it has proven immensely popular, with 542 clubs from all 32 counties currently involved. This is up from 220 clubs coming out of the pandemic, making it one of the fastest-growing areas in sport. It is showing no sign of slowing either, with 81 clubs added in 2024 to date.
Since August 2021, Sports Direct has been the programme sponsor, helping to increase club numbers and participation rates considerably.
In May of this year, the Federation of Irish Sport’s 7th annual Irish Sport Industry awards honoured the Sports Direct Gaelic4Mothers&Others programme as the ‘Best Initiative to Promote Women in Sport & Physical Activity.’
Survey
A survey carried out by Sports Direct and the Ladies Gaelic Football Association with over 1,200 Gaelic4Mothers&Others participants ahead of this extension underlines the power of the programme even further.
A total of 1,207 women took part in the ‘My Reason Why’ survey, which helped in understanding the motivations and inspiration behind participation in the programme.
Among the key results are:
- Over 60% of those surveyed had never played Gaelic Football before joining the programme, an increase of 4% from 2022.
- Time commitment (42%) and confidence (22%) were identified as the main barriers to sports participation prior to joining Gaelic4Mothers&Others (34% and 22% in 2022).
- Feeling like being part of a team (29%), having fun (27%) and making friends (25%) have been the greatest benefits since joining the programme.
- 97% of those surveyed agree with the statement that the Sports Direct Gaelic4Mothers&Others programme is beneficial for relieving stress (98% in 2022).
- 92% stated that being involved in the programme has helped reconnect with friends (98% in 2022).
- ‘Fun’ was the top reason for joining the programme.
- 96% of those surveyed said that their friends and families are supportive of their participation in Gaelic4Mothers&Others.
- 88% of those surveyed feel like a sporting role model for their families since getting involved, an increase of 12% since 2022.
- 91% of those surveyed play Gaelic4Mothers&Others for ‘themselves.’
Reflecting upon these key findings, and expressing delight at the news of this sponsorship extension, Ladies Gaelic Football Association President Mícheál Naughton said “We are thrilled at the prospect of further support from Sports Direct for our Gaelic4Mothers&Others programme.”
“Since coming on board in August 2021, Sports Direct have provided incredible support to an initiative that continues to grow and evolve, and which is making such positive impacts on the lives of participants, as highlighted by the results of this latest survey.”
“This news comes as another huge boost to our Association in our 50th anniversary year, and I wish to acknowledge the superb work of Sports Direct during their three years of sponsorship to date.”
“They have helped to elevate the profile of the Gaelic4Mothers&Others programme, which was the winner in May of this year of a prestigious Irish Sport Industry award, yet another ringing endorsement for not only the initiative itself, but of the strong links between the LGFA and Sports Direct.”
“We look forward to working with Sports Direct for another three years and we can expect the Gaelic4Mothers&Others programme to go from strength to strength.”
“We are delighted to extend our partnership with the LGFA on their Gaelic4Mothers&Others programme,” added Sharon Lancaster, Sports Direct Marketing Manager.
“This partnership has been hugely rewarding both on and off the pitch with such positive impact in communities.”
“These women are an inspiration and the partnership truly embodies one of our brand strategic imperatives to ‘champion the legend in everyone’. We look forward to further supporting in the growth and participation of this programme in the coming three years.”
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