Big calls for Vodafone on sponsorship future plans
The two parties announced details of a new six-year sponsorship deal worth an initial €4.65m yesterday with built-in performance-related bonuses and additional benefits, including telecom support.
The deal, which will be reviewed at the midway point, covers all inter- county teams in both codes from minor up to senior and Vodafone will be investing another substantial, though unspecified, sum in promoting the tie-up with the GAA’s biggest brand.
Such an outlay has inevitably led to speculation as to whether the mobile phone company will continue as one of the football championship’s backers, along with Toyota and Ulster Bank.
All three companies signed up to a two-year deal with Croke Park under a re-jigged multi-sponsor format in May of 2008 but that arrangement will come to a close after next summer’s campaign.
“Nothing changes as of today,” said Vodafone Ireland chief executive, Charles Butterworth. “In fact, we are today announcing that we are extending (sponsorship of the) All-Stars for another year as well.
“From my perspective, we will continue to have a wide-ranging relationship with the GAA. Of course, over time we will have to look at these things, as you do with renewals, but there is no change.”
The only surprise with yesterday’s announcement was that it had taken so long. Vodafone had been ‘outed’ as Dublin’s new shirt sponsors in mid-December but both sides played down the delay.
County chairman Gerry Harrington described it as a “remarkably smooth process, despite the reports” while Butterworth quipped that the only thing to hold it up was the Christmas period.
It was well worth the wait.
County secretary John Costello admitted that it was a financially superior deal than its predecessor with Arnotts. It is, in fact, the largest deal ever of its kind in the GAA. Not bad work considering these harsh economic times.
“We are absolutely delighted to have Vodafone – a blue or, should I say red chip company – to be our sponsors,” said Costello. “The process was very smooth. From our market research that we conducted, we were very conscious of the value of the Dublin sponsorship.
“Unprompted brand awareness was significant and prompted awareness was in the region of 68%. We knew the value of the Dublin sponsorship was as reflected in the deal that we signed here today.
“We have close to 60 coaching and games personnel employed with the various clubs around the city.
“These funds will help us continue that work and achieve our strategic aims and objectives and also help contribute towards the costs of running development squads in football and hurling from juvenile through to adult.”
The length of the deal is as significant as its worth.
A sizeable chunk of inter-county teams still agree sponsorship deals with long-standing backers on a year-by-year basis and, though such an arrangement might have worked well in the past, it is far from an ideal business model.
Meath and Louth have yet to finalise a sponsor for the 2010 season and, with the recession set to drag on, others may find themselves knocking on new doors after the next campaign.
“I suppose any company looking at this sponsorship would feel it would take some time to get brand awareness because of the duration of the deal that we had with Arnotts, which lasted 18 years,” said Costello.
“Any company that we spoke to, and I must say there was significant interest among various industries including drinks, the banking sector, telecoms etc, were all looking at long deals in excess of five years.”
With the new sponsor comes a new jersey, just 12 months after Dublin unveiled their last kit change, which is bound to antagonise the many thousands of supporters who shelled out for the previous incarnation.
“Last Christmas we changed the jersey in good faith as we had an extra year to run on the agreement Arnotts. Our sponsorship deal with Arnotts was due to conclude in October 31, 2010.
“Arnotts advised us some time in May that they would not be going forward with it and withdrew from the contract. So, new sponsor, new jersey. It won’t be changed for another two years.”
Meanwhile, Conal Keaney has explained his decision to play football again this season while leaving the door open for a return to the Dublin hurling panel in the future.
The Ballyboden St Enda’s player first came to inter-county prominence in the small ball code and toyed with the idea of returning to that scene recently, having spent the last five years concentrating on football.
“I’ve thought about it a lot but the decision is made now and I’m just looking forward to the season ahead,” he told RTÉ. “Maybe I’ll look at the hurling down the line, but it’s football this year.
“I just thought about it and talked it over with my parents and a few people that I’m quite close to and value their opinion.
“I’ve made the football call, and I’m glad I did, and I’m just looking forward to the season ahead.”
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