Big backing for Cork and Kerry
They have been good sponsors for Cork and it was laudable, in these recessionary times, to see O2 renewing their sponsorship before rather than after the All-Ireland. Quite obviously both Cork and O2 are happy with the sponsorship arrangement and should enjoy some fruitful years ahead.
Kerry Group, who have been sponsoring all Kerry teams since sponsorship of county teams was opened up 20 years ago will continue to do so for many years to come. Frank Hayes, Head of Corporate Affairs at Kerry Group has been managing the relationship over the years and even when Kerry were going through a lean period in the 90’s, Kerry Group’s GAA commitment never wavered. As Kerry’s impressive captain, Darran O’Sullivan said on Sunday, Kerry Group involvement has been pivotal to Kerry’s success to the point where they are part of the GAA fabric in the county.
But while O2 and Kerry Group are delighted to continue their involvement with last Sunday’s finalists will the sponsors of the All-Ireland Championships continue their involvement? When the triple Champions-League type sponsorship was launched with fanfare, I wrote that the success of the venture would not be judged by elaborate launches, but by whether the companies would renew their involvement. At this stage the six companies will have assessed the commercial impact and will have made up their minds in the relationships established.
As regards impact and awareness I ask you, oh reader, can you name the sponsors of the All-Ireland football and Hurling championships? If you can’t, don’t blame yourself, it would be indicative of a lack of impact. It will be interesting what transpires. Hopefully, the companies will want to continue but one can’t help the feeling that the impact of the Champions-League type sponsorship is a far cry from the impact made by Guinness and Bank of Ireland in their first couple of years as sponsors of the series.
