Thursday 14 November 2019

GAA set to bank €9m bonanza from replay

Martin Breheny

Martin Breheny

Sunday's All-Ireland hurling final replays will be worth over €9m in direct and indirect income associated with the sell-out senior clash between Galway and Kilkenny and the minor rematch between Dublin and Tipperary.

Despite cutting stand ticket prices by €30, the GAA will take gate receipts of over €3m while indirect benefits, arising from brand recognition for the GAA and various sponsors and companies, could be worth as much as €6m.

"There are quite a few layers to a major event like this. Ticket income is an obvious one, but there's also the whole area of brand recognition for the GAA, the value the hurling championship sponsors and team sponsors will gain plus the touch points involving the 80,000 people who will attend," said John Trainor, Managing Director of Onside Sponsorship, a Dublin-based consulting and research company.

He estimates that the extra week of extensive media coverage between last Sunday's football final and the hurling final replay is worth between €4m and €5m alone to the GAA brand. Coverage of GAA affairs nationally dips in the week after the football final as the focus moves on to club activity, but that's not the case this year.

"The GAA is getting huge coverage all week and it will continue well into next week, peaking with 'live' TV coverage of the hurling games on Sunday. That's very valuable for the GAA in terms of brand visibility," said Trainor.

The three hurling championship sponsors -- Etihad, Centra and Guinness -- also stand to gain as they have an extended period to capitalise on their involvement in an event which will captivate the Irish sporting public.

Trainor estimates that it could be worth as much as €1.5m in brand awareness for the three companies.

In addition, there are benefits for the competing counties' sponsors in what will be the first time in GAA history that the senior and minor finals will be replayed on the same day.

"A number of stakeholders will benefit, most of all the GAA. This is a glamour event which is getting enormous coverage," said Trainor.

The GAA will not receive any additional fees from RTE or TV3 for 'live' coverage of the finals as replays are included under the original deal.

Irish Independent

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