Sponsorship deal shows strength of GAA brand

THE ANNOUNCEMENT that SuperValu have stepped in to sponsor the All-Ireland football championship is further evidence of the GAA’s recession-proof branding. In a three-year deal, SuperValu will replace Toyota – who had opted out of their final year of a similar deal – and will join up with fellow co-sponsors Ulster Bank and Vodafone, who are each believed to be paying €1.5 million a year for the privilege of being associated with the football championship.

Also yesterday, at Nowlan Park in Kilkenny, Glanbia announced a new three-year sponsorship deal with the Kilkenny hurlers, taking them through to 2012. The sponsorship covers all grades of Kilkenny hurling, and despite the rich success of the county, continues to be performance-bonus related.

These announcements follow last month’s news that Vodafone will be paying Dublin a minimum of €4.65 million over the next six years to be the logo behind all Gaelic games within the county.

Clearly the GAA is still seen as super value when it comes to the advertising budgets of various companies.

Two years ago, the GAA introduced a new sponsorship model, whereby both the football and hurling championship would each have three title sponsors. In hurling, Guinness, Etihad Airways and RTÉ were believed to have paid €1.1 million a year for two years, but those deals have expired.

While Guinness and Etihad are understood to have signed on for another two years, RTÉ won’t be – although the GAA are expected to announce their replacement in the coming weeks.

GAA president Christy Cooney declined to reveal what money SuperValu were paying, but said it was in line with existing sponsorship deals – and he expected the same when it came to renewing the hurling sponsorship.

“We have a strong brand and we take pride in that,” said Cooney. “That brand is invaluable to the association and is something that, even in the economic climate, is very valuable. We don’t ever release our financial arrangements, but needless to say this is a fantastic deal for the association. Supervalu is a quality brand throughout the country, as we are ourselves, so we look forward to a wonderful partnership.”

Even with SuperValu on board for three years, and the Vodafone and Ulster Bank deals expiring this year, the GAA are intent on continuing the sponsorship model into the future: “We don’t envisage any difficulties with any of our sponsorship going forward, with our current companies or with future companies, given our brand,” said Cooney.

“We have a very strong association with Vodafone and Ulster Bank. There is no intention within the association to change the type of sponsorship arrangement that we have for both hurling and football.”

On a separate matter, Cooney admitted there were still big question marks over the future of the interprovincial series in football and hurling, which have been dying a slow death in recent years, despite generous sponsorship from the Martin Donnelly company.

On Saturday, Central Council considered the future of the two competitions, and decided to get one last feel of the level of support before deciding whether to pull the plug.

“The situation is that we have asked counties to consider it,” said Cooney.

“It was on the agenda for last Saturday’s Central Council meeting, and we decided that we wanted to give counties an understanding of exactly what is involved here, with the costing of it, and the structure of it.

“We will have to decide whether we want to continue with it or not and it us really down to the counties and the provincial counties to decide whether they want it or not. So yes, it is still in the balance as to whether this year’s will go ahead.”