Thursday 14 December 2017

Lilywhites keep it local with new three-year sponsor deal

Colm Keys

Colm Keys

Kildare GAA have turned to local company Brady Family Ham for sponsorship for the next three years. At a launch in Newbridge, the Timahoe-based, family-run company, which employs over 200 people, were unveiled as sponsors until 2015.

Tegral, who had been the county's sponsors since the GAA relaxed the rules on commercial logos on the front of jerseys two decades ago, ended their partnership in October last year.

Kildare were understood to have spoken to a number of interested parties but were happy to again turn to a local company as their new main benefactor in a deal that will help to stem their ongoing financial challenges.

The new logo will be on the front of the jersey for the first time when Kildare play Dublin in Saturday's O'Byrne Cup final in Parnell Park.


The financial details of the sponsorship arrangement are not known but are thought to include performance-related clauses.

The sponsorship arrangement will cover all Kildare teams, including the hurlers.

It means that Cork are now the only county without confirmation of a sponsor for 2013. Cork chairman Bob Ryan has admitted that there is unlikely to be a new logo on the jersey for the opening football league match with Dublin at Croke Park on Saturday week.

Cork have been in negotiations with a number of potential sponsors and industry estimates put their brand worth at somewhere between €350,000 and €400,000 per annum.

Galway are also in the process of trying to draw in a sponsor that will cover both hurling and football teams. Supermacs have been long-time sponsors of the hurlers but since Aer Arann's agreement ended in 2011, the Galway footballers have been involved in a partnership arrangement with Cancer Care West, which resulted in some joint-fundraising ventures.

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