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GAA County Sponsorships - The Sport for Business daily
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Two Munster stories show how smart sponsorships shape jerseys, stadiums, and community impact. We dig into Tipperary’s Clover rebrand with Fiserv, Waterford’s Azzurri Walsh Park deal with Azzurri, and what naming rights mean for fans, facilities, and funding.
• Tipperary renews with Fiserv under Clover brand on county jerseys
• Performance-linked elements and support across senior and underage panels
• FBD Semple Stadium naming rights delivering upgrades and community programmes
• Waterford partners with Azzurri to rename Walsh Park, deepening local ties
• Facility modernisation at Walsh Park is improving safety, media, and fan comfort
• Strategic naming rights as sustainable funding for local sport
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Hello and welcome to the Sport for Business Daily. I'm your host, Rob Hartnett, the founder of Sport for Business, and in today's five-minute audio blast of the content we produce on sportforbusiness.com, we're diving into the world of county sponsorships and the GAA. Two deals of particular note in Munster that were signed this week. We look into the detail of both of those. We also have information on a new marketing masterclass which is being delivered in partnership with the European Sponsorship Association Ireland Branch and the Marketing Institute of Ireland that'll be taking place early in December. We also have a news story about two teams of footballing legends from across the divide between Bohemians and Shamrock Rovers coming together for a very nice sporting charity. Tipperary GAA has announced the renewal of its primary county sponsorship with FISERV, the global financial technology company, but this time it's under a new name and brand. From next season, the familiar blue and gold jersey will carry the Clover logo, reflecting FISERV's international move to align its sponsorships with its flagship payments brand, already prominent across Europe and North America and increasingly visible in Ireland. FISERV first joined forces with Tipperary GAA in 2022, becoming the official sponsor across all county teams. Over the past three seasons, that relationship has grown stronger, and the renewal ensures continued support for both hurling and football at senior and underage levels. Part of the deal will have included a bonus payment for the Tipperary senior hurlers, winning the All Island Hurling title in July. The renewal coincides with another ongoing partnership, the naming rights of FBD Semple Stadium. FBD Insurance became the naming rights partner of the historic venue in 2022 under a five-year deal that runs through 2026. This partnership has delivered significant investment into matchday facilities, event promotion and community programmes, strengthening the bond between local sport and local business. With Clover now under County Jersey, FBD on the county's home ground, and the Liam McCarthy Trophy in the cabinet, Tipperary GAA is in pretty good shape. And the same can be said across the county boundary in Waterford. There was a strong sense of Dacia pride this week as Walsh Park officially became Azure Walsh Park, following a landmark multi-year naming rights partnership between the GAA County Board and local sportswear company Azuri Sport. The agreement marks another step forward in the county's evolving commercial strategy, coming just months after Fraufield in Dungarvin was renamed Kappaquin Logistics Fraufield under a separate naming rights deal. Together, the partnerships highlight the county board's growing ability to blend community, commerce and culture, creating sustainable models to fund further investment in this in local sport. Azuri's connection with Waterford runs deep. The company has been the county's kit supplier since 2003. We're delighted to welcome Azuri Sport as the new naming sponsor of Water Park, said Neil Moore, Chair of Waterford GEA. The partnership represents shared values of community, identity and ambition, and the support of Azuri will make a real difference to the future of our players, our facilities and our games at every level. That message was amplified by Jack Malloy, a director of Azuri Sport, who said that as a proud Waterford company, we are honoured to be associated with Walsh Park. This is a venue that means so much to the people of the city and county, and our partnership reflects our continued commitment to supporting Gala Games and the communities that sustain them. The partnership follows a period of major transformation at the venue. Between 2018 and 2022, Walsh Park underwent a multiphase development that modernised its stands, upgraded player and media facilities, improved accessibility, and added new seating and safety systems. It did reduce the capacity to around 11,000, but it ensured that the ground meets modern comfort and safety standards. It also meant that the Munster Championship and the Alliance League home matches could return to the county. All in all, then, that's two very good county board deals for Munster GAA counties. I hope you have a fantastic weekend. Whether you are heading to a county final perhaps around the country or tuning in to the Republic of Ireland against Portugal on Saturday night or Northern Ireland against Slovakia, both of those games. Very crucial in terms of World Cup qualification campaigns. Plenty more on as well. We've got the full lineup of TV and streaming details on sportforbusiness.com. And we will be back with you on Monday morning. Have a great time.
