Contrary to what is widely believed, Murray Consultants are not the official agents for the Croke Park sanctioned GAA Players Committee. As such, the company was unable to shed much light on the worth of yesterday's deal while a number of other public relations agencies preferred to comment anonymously.

"We have been meeting with the GAA to discuss terms of reference," said Murray's David Linane. "Nothing is finalised yet and we are not the appointed agent for the Players Committee. We are talking to the GAA about the Players Association but it would be wrong of me to put forward my ideas. All I have seen are newspaper articles and understand that Marlborough are the sponsors."

Others in the business were less circumspect about the average £1,000 payment for each of the four appearances per year to which the 10 players are committed.

"It's a very good deal for the players," said one Dublin consultant. "For players who really have no knowledge of what they are worth it seems very reasonable indeed.

"And for the sponsors it establishes a guideline for the future. It needs to be seen that it's the players that get it (money). It's the way of the business. Sponsors are going to look to key players. It is the performance players and the personality players who will be the most attractive because that is the way of the world. I also think it is going to make the GAA look foolish because they are perceived to be so stubborn."

At a launch this year in Dublin a major GAA sponsor paid two Cork players £500 each to attend while a Dublin player received £300 and an Offaly player £450. According to an executive in the business, £500 is the top end of the market.

A former international rugby player who was involved in discussions with the IRFU regarding players' commercial worth also believes it is a good deal.

"The GAA know that they need the players and that they are very important. In rugby, the IRFU finally conceded that players were valuable and paid up. Naturally they were reluctant to hand over any vestige of power and that's what they were being asked to do," he said.

"At the time they didn't appear to take it seriously and they were dragged, kicking and screaming, into the whole thing. They didn't want to give these people (players) credibility. I think they felt that if they conceded a small amount then the whole thing would get out of control.

"The money they are getting is not bad. It is not what top English rugby players are getting which is between £3,000 and £4,000 an appearance," he adds. "In fairness though it is on a par with what Irish rugby players would get although the top guys would get more. But it is a good start for them. The limitation is the four times a year. They won't get rich doing that."

With a maximum of four appearances between now and next year's All-Ireland final, the £50,000 sponsorship breaks down into £10,000 to the GPA leaving £40,000 to be divided between the 10 named players.