Chance to enter GAA jersey market will attract big brands

Meanwhile, a decision on which broadcaster will win the rights for the two All-Ireland senior championship media packages will be made in the coming weeks. GAAGO and TG4 are in the running. 

CLASSIC: Kerry's jerseys during the 1998 and 1999 seasons were made by Adidas. Photo by Brendan Moran/Sportsfile

The prospect of a multinational sportswear manufacturer entering the GAA jersey market can’t be ruled out as Croke Park has invited bids to become kit partners.

Last month, an advertisement on the official GAA website sought initial expressions of interest in becoming an official kit licensee. The closing date is January 9, 2025 with invitations to tender issued by the GAA on February 28.

Shortlisting of applicants will then take place in May before the GAA assess them across next summer. Those examinations will include “rigorous evaluation and site visits” before a decision is made in September and contracts commence in January 2026.

Among the current licensees include long-standing companies like O’Neills and Azzurri, while All-Ireland SFC champions Armagh’s jersey manufacturers McKeevr have been making inroads in the market as well as KC Sport (Westmeath-based), Masita (Meath), Gaelic Armour (Tipperary) and Intosport (Kilkenny).

The GAA’s Official Guide states it “shall use all practical endeavours to support Irish Industry especially in relation to the provision of trophies and playing gear and equipment”.

However, a number of companies that currently don’t have contracts with the GAA claim it is anti-competitive and in contravention of EU law. They believe an open market will ensure the best value for units.

As it has done with the smart sliotar, the GAA is determined to ensure the ethical and sustainable integrity of its official sportswear as well as a high standard of quality. Manufacturing in Ireland is also important as it is more than likely ensures speed of delivery.

The commercial department are also keen to avoid kit suppliers changing jerseys every season as many leading international sportswear giants do with Premier League clubs. Currently, county board alter theirs every two or three years or when there is a change in sponsor.

Nevertheless, the opportunity to enter a GAA jersey market will be considered attractive for a number of multinational companies especially producing kit for the likes of Cork and Dublin where sales are particularly strong.

The GAA’s relationship with international sportswear brands is a chequered one. For seven of Kerry’s eight All-Ireland titles won under manager Mick O’Dwyer, the team wore Adidas jerseys although the German company’s name and logo didn’t feature on most of them. They did appear on their kit in 1998 and ’99.

Despite Irish companies producing the leading GAA jerseys, the Irish Examiner in April reported €1 million per annum is being lost to counterfeit and copyright infringements in the Far East and here.

Meanwhile, a decision on the two senior All-Ireland championship media right packages recently made available by the GAA is expected to be made in the coming weeks. GAAGO and TG4 are at least two of the parties interested in the eight-game and six-game deals.

The eight-game package comprises SFC and SHC fixtures that are predominantly staged on Saturdays, while the six-game suite includes two All-Ireland senior football quarter-finals that could yet be made mandatory free-to-air games by the Government.

To ensure the GAAGO season pass packages are released in time for the Christmas market, the GAA and RTÉ will hope to have the finalised fixtures list for the premium streaming service available in the first half of December.

Elsewhere, there remains a possibility Oasis will play at least one more concert in Croke Park next August despite confirmation of a Robbie Williams concert at GAA HQ that month.

Former Take That singer Williams will take to the stage at the stadium on August 23, the weekend after Oasis stage two concerts there on August 16 and 17. The GAA has had a licence to host three “special events” per annum but this year they hosted six concerts having staged none in 2023 and seven in ’22.

In other news, Roscommon GAA has announced that mechanical and electrical engineering firm, King & Moffatt, has acquired naming rights for Dr Hyde Park. The ground will be rebranded King & Moffatt Dr. Hyde Park for the next five years.