Coolio, cattle feed & cigarettes: the bizarre world of GAA ads

Analysis: the brands and products who've used GAA stars and events to flog their wares has evolved hugely over the years

GAA events and GAA stars have been increasingly valued as a way for all sorts of products and services, including those not related to GAA at all, to be sold to consumers. From traditional print advertising and partnerships with tobacco companies to billboards and online campaigns, here are examples of how GAA advertising has evolved over the years.

Hundreds of millions of collector's cards were issued globally, usually with packets of cigarettes from the late 19th century. The cards featured a wide array of topics including military history, nature and geography. In the 1920s, Will’s cigarettes issued a series of cards that featured hurlers and footballers with portraits on the front and a short biography on the back. It was hoped that the cards would build brand loyalty as smokers collected the entire series.

The tobacco trade was an important source of income for the GAA and there were many collaborations including the Sweet Afton cup, given to the winners of the Munster intermediate hurling championship and the PJ Carroll’s All-Star awards, which were launched in 1971. At GAA Congress in 1977, a motion to abolish advertising of alcohol and tobacco at GAA grounds was heavily defeated, indicating the reliance upon income from such sponsorships. The GAA has since reappraised its attitude to sponsorship and alliance with tobacco companies and cut all ties in favour of encouraging the creation of tobacco free GAA grounds to positively impact upon smoking behaviour.

As GAA players are particularly prominent in Irish media, it has led to some questionable collaboration with players, including Kerry