Sports Direct has been unveiled as the new official sponsors of the Ladies Gaelic Football Association’s Gaelic4Mothers&Others programme.

The partnership will extend for three years and will lift what has become a brilliant grassroots initiative in clubs across the country to a higher level of national awareness.

Well-known broadcaster, Alison Curtis, was on hand for the launch and will be trying her hand at Ladies Gaelic Football for the very first time in the coming weeks when she joins up with her local Gaelic4Mothers&Others club, St Vincent’s in Dublin.

Check out our interview with Alison and what it was that excited her about getting involved here.

Born and raised in Ontario, Canada, Curtis has never previously played Ladies Gaelic Football and will document her new adventure on social media, giving women across the country an insight into the Gaelic4Mothers&Others programme.

Social

The Gaelic4Mothers&Others initiative is an innovative way to introduce mothers and other women to Ladies Gaelic Football, in a fun, non-competitive and social environment.

The initiative has proven immensely popular since its inception, with 220 clubs from all 32 counties currently involved, and the aim to grow this further throughout 2021.

As proud supporters of grassroots Gaelic Games in Ireland now for a number of years, including with sponsorship of a number of clubs including Glen Rovers in Cork, and the Cork GAA Senior Teams in Gaelic Football and Hurling, Sports Direct is a strong partner to have on board.

The important role that sport and physical activity plays in our lives has been highlighted even more in the past 18 months by its absence, with many women across Ireland unable to reap the mental and physical rewards associated with partaking in physical activity regularly.

A survey carried out by Sports Direct and the Ladies Gaelic Football Association with over 1,200 Gaelic4Mothers&Others participants ahead of the launch underlined this importance even further, as it found that 90 per cent of respondents felt that the initiative had improved their mental health, while 89 per cent agreed that Gaelic4Mothers&Others had empowered them to be a sporting role model within their family.

Barrier

Over 40 per cent of respondents said that time was a major barrier to their participation in sport, while one in every five women surveyed stated that confidence was their biggest obstacle to participation.

When asked how they had previously spent their time before playing Ladies Gaelic Football with their Gaelic4Mothers&Others club, just over half of respondents said that they had spent their time putting others’ priorities first.

Further insights found that 48 per cent of Gaelic4Mothers&Others players had never played Ladies Football before joining the programme, while 34 per cent had not played in over 10 years, and were returning to the sport after a break.

Meanwhile, 87 per cent of participants felt that the programme had helped them to reconnect with friends that they wouldn’t have reconnected with otherwise, showcasing what Gaelic4Mothers&Others is all about.

“At Sports Direct, we firmly believe in the inclusivity of sport,” said Group Marketing Manager Ciara Murray.

“Our involvement in Gaelic Games at a grassroots and inter-county level has shown first-hand just what sport can do for a person, a family or a community. Gaelic Games is not just for the elite, and what makes it so special is the participation of so many people across the country.”

Brilliant

“At an important time for women’s sport in Ireland, we are especially proud to partner with the Ladies Gaelic Football Association and show our support for a brilliant initiative which allows mothers and other women in every single county across Ireland to play Gaelic Football in a welcoming, playful environment.”

“While Gaelic Games provides many sporting role models for children across the country, programmes such as Gaelic4Mothers&Others ensure that there are plenty closer to home.”

“We are delighted to welcome Sports Direct on board as the official sponsor of our Gaelic4Mothers&Others programme,” added CEO of the Ladies Gaelic Football Association, Helen O’Rourke.

“In recent times, Sports Direct has invested in grassroots support of Gaelic Games and Gaelic4Mothers&Others is at the very heart of so many local communities.”

“Sports Direct’s sponsorship will help to elevate a thriving programme to a new level and the Sports Direct team has demonstrated an incredible passion for, and interest in, Gaelic4Mothers&Others right from the very start of this process.”

“We look forward to working alongside them for the next three years and, with over 200 clubs currently involved in Gaelic4Mothers&Others, we are hoping to build this programme even further. Gaelic4Mothers&Others is a fantastic outlet for so many women who enjoy our great sport in a fun, non-competitive and social environment.”

As part of the new partnership, over the coming months, Sports Direct will show women everywhere that while visibility and role modelling may start at home, with Gaelic 4 Mothers and Others and Sports Direct, role modelling has never been so fun. Sports Direct will release a new video series ‘#MyReasonWhy’ to showcase ambassadors across the four provinces of Ireland who will share their reason why – why they’re involved in Gaelic 4 Mothers & Others, and why it means so much to them.

All 220 clubs signed up to the Gaelic4Mothers&Others initiative will also receive a toolkit as part of the initiative, which will include a social media package and a Sports Direct flag to champion the Gaelic4Mothers&Others initiative in their community.

 

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