GAA begin work to regulate counties' streaming deals

GAA president Jarlath Burns said in October that some counties have expressed regret about the deals they have done with service providers.

Compiling a streaming inventory is the first element of a regulation process that the GAA is keen to undertake. Pic: ©INPHO/James Crombie

Counties have been asked by Croke Park to provide details of their streaming agreements.

The request follows remarks made by GAA president Jarlath Burns in October that some counties have expressed regret about the deals they have done with service providers.

Compiling a streaming inventory is the first element of a regulation process the GAA leadership are keen to undertake having been contacted by county boards, national media partners and national sponsors about pay-per-view deals done at county level.

In his annual report, Laois secretary Niall Handy said while they were happy with the quality of their service, streaming had a detrimental impact on attendances at matches. The leakage of club games on dodgy boxes is also an issue for counties.

At national level, there are concerns that media partners such as TG4 and RTÉ have been unable to broadcast games of choice because of competing agreements put in place between county boards and streaming services.

Burns also claimed some deals involve the promotion of direct competitors of the GAA’s national sponsors, describing it as “ambush marketing”.

He stated Croke Park would be taking more of an advisory role when it came to counties striking such commercial agreements. 

“We have to be very careful that these chickens don’t come home to roost because some of these companies are doing side deals with sponsors, which are in direct contravention to our national GAA sponsors, ambush marketing, really. All of the rights we negotiate on behalf of you go back to the counties as do our main sponsors here out on the field.” 

Meanwhile, Athy’s Niall Kelly has announced his retirement from inter-county football.

Kelly, who lined out for his club in their recent Leinster final defeat to Ballyboden St Enda’s, debuted for The Lilywhites at senior level as a teenager in 2013.

Kildare confirmed his departure: “On behalf of Kildare GAA, we wish to sincerely thank Niall Kelly for his outstanding service, following his decision to step down from Inter County Football.

"As a 19-year-old, Niall made his Kildare Senior Football debut in a winning O’Byrne Cup Final against Dublin. He went on to make 101 appearances in all competitions, his last coming against Fermanagh in last summer’s Tailteann Cup semi-final. He scored a total of 14-138 during his senior career.

"Niall won an U21 Leinster Championship in 2013 and it is fitting that his final year with Kildare ended with Tailteann Cup victory in 2025.”