Sponsorship: More than just a logo on a jersey

When Kilkenny and Tipperary meet tomorrow in Croke Park, it’s also a big day for the team sponsors. For this game, they’re a study in contrasts to some extent. Glanbia has been sponsoring Kilkenny for 20 years, while Teneo is in its first year with Tipperary.

Glanbia grew out of the local co-ops while Teneo is a global consultancy, but both arrangements tell you a lot about the modern GAA. Brian Phelan, Glanbia Nutritionals CEO, for instance, moves past the idea of sponsorship to a partnership.