GAA must utilise brand power

Although the GAA have been at pains to say the Sky deal wasn’t about money but exposure, GPA founder Donal O’Neill’s comments earlier this week suggested because of it sponsorship revenue will soon soar.

He told this newspaper: “Sky are going to bring additional value to the GAA’s entire commercial stock and while the sponsorship deals might not be happening now, they will increase in value because of Sky.”

Onside Sponsorship managing director John Trainor understands where O’Neill is coming from, but insists it’s subject to a number of factors.