Clubber, the tech-driven live streaming platform, announced its first commercial partnership this week, teaming up with Aviva in what marks the company’s first foray into Gaelic Games sponsorship.

Founded in the crucible of the COVID pandemic, Clubber has grown from a simple idea into a nationwide streaming powerhouse, covering up to 80 matches a weekend, and bringing previously untelevised games to fans across the country.

Speaking exclusively to Sport for Business, Clubber founder Jimmy Doyle said the partnership with Aviva is a signal of how far the company has come, and how much further it intends to go.

“Being here today and seeing our brand on the side of Aviva Stadium gives me great hope for the future,” Doyle said. “It’s fantastic to have a brand of that stature trust us. It’s validation for the entire journey we’ve been on.”

Microsoft Engineer to GAA Innovator

Doyle, who left Microsoft after 25 years to pursue Clubber full-time, said the concept emerged from a personal passion for GAA and a frustration at the lack of visibility for club-level games.

“I started dabbling in AI while I was still at Microsoft, and I saw how it could change how sports video analysis was done. But I also realised — no one was filming these games in the first place. That’s where the idea was born.”

From early trials in Tipperary to full partnerships with Waterford, Kerry, and Leinster GAA, Clubber has grown into a tech-enabled broadcast network, running up to 20 matches simultaneously, from often remote venues a long way from the 5G of Croke Park or the Aviva Stadium, where reliable connectivity once felt like a pipe dream.

“Cellular bonding was the game-changer,” Doyle said. “We can now stream from five or six SIMs, combining WiFi, 4G, and Ethernet where possible. If one signal fails, another kicks in. That reliability is what lets us scale.”

A Platform Built for the Club Game

Clubber’s focus has always been on accessibility and scalability, rather than offering the bells and whistles of a full on Netflix production. The platform prioritises quality single-camera feeds, crisp audio, and ease of access, all tailored to the needs of grassroots GAA.

“Do people want one high-production match or access to ten different ones? Our users just want to watch their club – maybe their child, their cousin, their neighbour – and that’s what we give them.”

Over 70% of Clubber’s viewership is via mobile, with many likely casting to TVs at home. Investment in iOS and Android apps is continuing, with expansion onto the different smart TV platforms or legal firesticks in the pipeline.

The Dark Side of Success: Piracy

But rapid growth hasn’t come without its challenges. Doyle is frank about the threat posed by illegal streams, which he says could be costing the business up to 40% of potential revenue.

“If 30 or 40 people are watching illegally, a match that could have been viable is suddenly not. That means we might not stream it again — and the 50 people who paid to see it miss out.”

The company is now actively engaged in collective conversations with other broadcasters, the GAA, and technology partners to combat piracy.

Doyle likens illegal streaming to “walking into a pub and pouring yourself a pint without paying.” He’s encouraged by recent prosecutions and is hopeful that public attitudes are starting to shift.

Building a Grassroots Economy

One of Clubber’s quiet triumphs has been in how it has fostered local employment.

All of its videographers and commentators are now paid, with many treating it as reliable seasonal income.

“There’s almost a new cottage industry growing,” Doyle said. “We’ve made the technology accessible enough that a good camera operator can now contribute to live sport, and we handle the rest.”

That grassroots, distributed model is central to Clubber’s vision — and is already proving itself adaptable beyond GAA.

Earlier this year, the company ran trials with football clubs in the UK and is now actively exploring opportunities in international markets.

The Road Ahead

Despite international ambitions, Doyle remains grounded in the Irish market, particularly with the Club Championship season now in full swing.

“August is everything. You take your eye off the ball here and someone else will jump in,” he said.

As Clubber’s footprint continues to expand and with Aviva now backing the journey, the future looks bright for this most Irish of sporting startups.

 

Sport for Business carries a rolling seven day guide to the best of sport on TV and streaming and it is one of the few listings where you will see the highlights of the weekend that are being shown on Clubber and other streaming services. Check it out here.
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