Concern new system will squeeze local sponsorship

THE onset of the GAA’s new multi-sponsor arrangement for the All-Ireland hurling and football championships will not result in local sponsors being squeezed out — as long as they are not direct competitors!

Dermot Power, Commercial & Marketing director in Croke Park, made this clear yesterday in response to concerns voiced by the Leinster Council Secretary Michael Delaney in his annual report. While he recognises that there will be a significant increase in sponsorship at central level, it worries him that certain local revenues in the provinces and counties ‘will be compromised.’

“In some cases, they will have to cease in order to implement the sponsorship and fulfil the contractual obligations. This local sacrifice will have to be recognised,’’ Delaney states, explaining that he was merely ‘flagging’ the issue from a provincial council point of view.

“I know there is a concern among the counties and local sponsors. “You could call provincial people ‘local people’ when Big Brother takes over.......’’

Power offered the reassurance that there will be increased funding to all counties as part of the package, details of which have yet to be revealed. “This is something that will develop going forward.

“This is only the first phase of what we are talking about. The idea is that nobody will lose out.

“This is not about money. This is about marketing our games and getting our brand back — so that it becomes the GAA Hurling championship and the GAA Football championship.

“Any additional money we get will be invested down the line in the competing counties,’’ again emphasising: “this has never been about money; I know nobody believes us, but that has always been our position.’’

Under the new arrangement, the GAA will be contracted to legally deliver on branding at all grounds where the championship games are played. Power stressed that ‘not all’ local sponsors will be squeezed out under the new arrangement.

However, there will be no competitor signage and there will be a different signage configuration.

“There is always going to be an accommodation for local sponsors, but not as prominent as in the past.’’

In his report, Michael Delaney points out that most of the preparatory work (at Croke Park level) has been carried out behind the scenes, writing: “(there is) much second-guessing and some anxiety is evident without our organisation in the media. In the absence of full information, even progressive people are wary of change.’’

He goes on to point out that many local and provincial sponsorship arrangements are ‘of long standing’ and have developed over time into multi-support packages. “These are backed up by strong, close relationships between the relevant GAA bodies and the business people concerned.

“The local businessman who has pitch-side advertising signs at the county grounds also places adverts in the county final match programmes, supports the club and county draws and lottos, puts a team in the local golf classic, buys a table at GAA corporate events and he may even sponsor his local club.

“These are complex relationships which may be sensitive to any change in any of their elements. It is important that this valuable and complex goodwill be protected during and after the process and that it is still there to the benefit of the GAA when the new sponsorship model is in fully in place. Otherwise, the GAA will lose something that will be difficult to regain or replace.’’

The Leinster boss was at pains to point out yesterday that he was not trying to be controversial. At the same time, he felt it was an opportune time let the leadership know about the concerns being expressed.

“We need some assurances that there will be something in this for us (provinces) and from us to the counties and from the counties to the clubs. When all is revealed, maybe all our fears will be allayed. But, I honestly think it’s no harm to put down a little marker!’’