Post by earl on Nov 9, 2007 16:03:59 GMT
The GAA is set to maximise the value of two of its greatest products.
It is envisaged that the All Ireland Football and Hurling Championships are to be sponsored by three different companies - but the Bank of Ireland, the sole sponsor of the football championship since 1994, may now be conspicuous by its absence.
Croke Park chiefs are determined to copperfasten a deal worth €30m for the two major sponsorships spanning the next three years.
And while it appears that the Bank of Ireland is unwilling to buy into the new mega-deal, it is expected that there will be other takers for what is regarded as one of the most lucrative sponsorships in Irish sport.
The idea of bringing three different sponsors for the two All Ireland Championship codes was initially mooted some time ago and the GAA Marketing Director Dermot Power is confident that a successful deal can be completed.
The comapnies that eventually sign up will be expected to part with considerable amounts of cash, though.
Each will hand over €5.1m for having their name associated with the All Ireland Football Championship while the link with the Hurling Championship will set companies back some €4.6m
When the Bank of Ireland commenced its sponsorhip, it was thought that the deal might last a few years.
Instead, it has evolved into one of the longest sponsorship agrements in Irish sporting history.
And in that period, the GAA has moved on considerabll.
The Association currently enjoys a massive profile and its turnover has increased significantly.
Indeed, in 1979 the GAA turnover was in the region of £200,000.
Last year, the Association grossed €44,000,000 and while gate receipts contributed strongly top this, television rights, merchandising and sponsorship also brought in huge sums.
There is the belief now that the GAA can become even stronger and already the financial and social benefits of opening up Croke Park to international rugby and soccer are being felt.