Loyalty not part of sponsors' game
People always seem to be surprised when a well- known sports sponsor pulls out. The sponsor's name tends to be associated with the actual team, especially through the popularity of supporters wearing the team replica jersey.
In the context of the GAA, no sponsor has made more of an impact than Vodafone and we are all familiar with the sight of a sea of blue jerseys bearing their logo dominating the landscape of Hill 16 in recent summers.
Now apparently that particular symbol of summer will disappear and Dublin fans will have to dig deep yet again if their children are to be fashionable in 2014. By coincidence, O2 stopped their sponsorship of the Cork GAA team this year. It is often assumed by some GAA people that sponsorship is some sort of a favour to the sponsored team, like a gift from a long-lost uncle from America.