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AIB extends long-running GAA deal

The Gaelic Athletic Association has signed a five-year extension to its partnership with Irish commercial bank AIB.

The bank has been a partner of the GAA for 27 years and currently serves as the title sponsor of the All-Ireland Club Championships, the All-Ireland Football Championship and the Camogie Club Championships. The new deal runs until 2023.

Financial terms of the new agreement were not disclosed but the Irish Times newspaper reported that the deal would be worth more than the two parties’ previous agreement. AIB had held a right of first refusal to extend its deal.

AIB supports the GAA through #TheToughest, a platform created in 2013 that showcases the competitiveness of the Club Championships.

AIB’s chief marketing officer, Tom Kinsella, said: “Our involvement with the Club Championships for more than 27 years has given us a real understanding of the hard work at club level. This hard work is what fuels the County Championship and the enjoyment that it provides to communities right around the country. The importance of community is central to AIB and we reflect this in our commitment to GAA.

“AIB passionately believe we share a deep understanding of what GAA means to Ireland as a nation. We wanted to portray the stories and dedication that GAA members show across the country and we did this through our productions such as The Toughest Trade, Behind The Gates with Roscommon and Jeff and Kammy’s Journey to Croker where we educated the duo on how Club truly fuels County.”