Deal ‘will not compromise’ RTÉ’s editorial content

RTÉ chiefs last night insisted their editorial control will “not be compromised or diminished” by a major sponsorship deal with the GAA.

RTÉ were yesterday named as one of the six new senior championship sponsors in a historic new format.

The media giant joins Guinness and Etihad Airways as sponsors of the GAA Hurling All-Ireland Championship while Toyota, Ulster Bank and Vodafone have rights to the football equivalent.

However, both the GAA and the state broadcaster, who last month announced a three-year television, radio and internet deal with the GAA, have been criticised for reaching such an agreement with claims it gives the station an unfair advantage in future negotiations and concerns it may affect the standard of output.

RTÉ spokesperson Sharon Brady last night launched a stout defence of the agreement: “Firstly it needs to be noted that the television rights deal had already been decided before the sponsorship agreement. It is entirely separate issue.

“The sponsorship agreement is a commercial agreement. We’ve been a partner for the last number of years.

“This year, the GAA have acknowledged the television rights negotiations were extremely competitive.

“Though that was the case, and RTÉ was bidding for the rights, it did not change our editorial policy in any way.

“Our editorial control will not be compromised or diminished by this agreement.

“We are committed to fair and balanced coverage of the all sports.

“This is about reinforcing the brand that is RTÉ Sport. That means television, radio and online. Our brand name will be on hoardings, on match programmes and with fans on the ground. I don’t think it gives us an unfair advantage — we would be covering the games anyway.”

She also noted: “This is not without precedent. TG4 sponsor the ladies football championship and have covered it for the last number of years. And nothing has ever made of that arrangement.”