Of Galway, with a passion for Kerry, Frank Hayes was key point man between two brand giants

The genial Loughrea man was the go-between for one of the longest and most lucrative sponsorships in the GAA - Kerry Group and Kerry GAA.

BRAND VALUE: The Kerry GAA jersey in Croke Park. Pic: Brendan Moran

IF he was proudly Galway, he did all his floor trading in and on behalf of Kerry – both working for the global agrifood conglomerate and with the most celebrated GAA brand in the country.

To the Kerry footballers, hurlers and officials, Frank Hayes, who passed away this week at 66, was one of those rarely found business allies who always found a way to say yes.

As Kerry Group’s former global head of corporate affairs, Hayes was the liaison or point man between Kerry GAA and Kerry Group in a seamless sponsorship relationship that predates all others in the Association. It became less a sponsorship, more a commercial partnership as it developed, facilitated by Kerry CEO’s like Denis Brosnan, Hugh Friel, Stan McCarthy and the current chief from Brosna, Edmond Scanlon. Mr Hayes, from Loughrea, became more Kerry in all business dealings with the GAA than his homegrown executives in Tralee.

His passing, after a bravely borne illness, leaves a heartbroken wife Gráinne and six children - Tony, Anna, John, Joseph, Conor and Emily.

In his day to day workings for Kerry Group over thirty years (he joined in 1991), he was unflappable, polished, meticulous and highly-respected. He was also hugely popular, not least with the Kerry Golden Years crew and was regularly seen in the social company of the likes of Mikey Sheehy, Eoin Liston, Ger Power et al around Tralee.

The late Frank Hayes, former head of Corporate Affairs at Kerry Group in Tralee.

In a statement Kerry GAA said it was deeply saddened to hear of Mr Hayes’ passing.

“He was a truly great friend of Kerry GAA, always honourable and courteous in our dealings with him and his meticulous planning of post All-Ireland functions was legendary. We send our heartfelt condolences to Frank’s wife Gráinne, to his children, and to all his family and friends at this very sad time.” 

He managed the ongoing relationship between Kerry and Kerry GAA for 28 years and in an Irish Examiner interview ahead of the 2019 All-Ireland final, he said he could not conceive of any time in the future when the second largest company on the Irish stock market won’t be sponsoring the green and gold.

In 1991, Hayes had just been appointed to Kerry Group’s new Corporate Affairs department in Tralee when he met with his neighbour in Oakpark, Tony O’Keeffe, the county GAA secretary. The affair continues.

Hayes used the word “understated” to describe Kerry Group’s ask of the GAA, and while they are very clear on their expectations, and demand the same loyalty they give the Pavillion (as Austin Stack Park, the GAA HQ is known), they don’t foist their suite of brands or products since they first measured up the word ‘Kerry’ on the gold band of the jersey in 1991.

In other words, they don’t tinker with that famous jersey.

“We have never used the sponsorship to market a brand like Denny – because it’s just Kerry. It’s not a case of trying to drive a commercial advantage. It’s never been contemplated.

“You want the GAA to continue to be as meaningful as it is for this county.

“Our board of directors over the years… I can honestly and sincerely say that there wasn’t any stage when the question of our financial support for Kerry was raised – or even discussed.

“Nor, however, is it a simple rollover. It’s a continuous situation. The GAA is very much part of the DNA of Kerry Group,” Hayes said. “There isn’t one conversation I would have at business level with my colleagues any day of the week where Kerry football doesn’t get mentioned. You can see how tight the whole thing is, and long may that continue.” 

Hayes, originally a Tommy Larkins man from east Galway, did not sit idle after retiring in 2020 and was on the board of the state forest agency Coillte until 2023.

Though it was the glamour file in his portfolio, Kerry GAA was far from Mr Hayes’ only corporate PR responsibility in the Kingdom – his duties could range from a PR photograph at a local farm or creamery to a stock market or global purchase announcement, and often on the same day.

In a statement Thursday, Kerry Group CEO Edmond Scanlon explained: "Frank was responsible for shaping Kerry’s public identity during pivotal years, and we are very grateful that a Galway man wore the Kerry jersey so passionately.

“He championed Kerry’s support for contributions to the local community, with the sponsorship of Listowel Writers’ Week and the restoration of the Daniel O’Connell Church in Caherciveen being just two notable projects about which he was passionate. We continue the charity work Frank started with Kerry Hospice, University Hospital Kerry and the Donal Walsh Memorial Cup, now the Children’s Health Foundation,” he said.

He said Kerry Group was mourning the passing of a friend and former colleague.

"A legacy with which Frank is strongly associated is our partnership with Kerry GAA which began in 1991 and is something which Frank later described as being ‘part of the DNA of Kerry Group’. He was a dear friend, a great colleague and he will be sadly missed by all who knew him.

“I extend my heartfelt sympathy, and the sympathy of all at Kerry Group to his wife and children as they mourn him today. Ar dheis Dé go raibh a anam."

Arrangements: Mr Hayes' remains will repose on Friday, August 30th in St. Mary's Funeral Home, Woodford (H62 YV04) from 4-8pm. Funeral Mass on Sunday September 1st at 2pm in St. Joseph's Church, Ballinakill (H62 EK29), with burial afterwards in Curra Cemetery (H62 EH28).