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GAA signs up Littlewoods as top-tier partner

Online department store Littlewoods has agreed a deal to become a top-tier partner of the Gaelic Athletic Association (GAA) and the Camogie Association.

The three-year deal runs from 2017 to 2019 and names Littlewoods Ireland as a sponsor of the Hurling All-Ireland Senior Championship, as well as the title sponsor of the Camogie National League.

Financial terms of the agreement were not disclosed, although the Irish Times newspaper reported that Littlewoods would invest €3m ($3.2m) in the GAA over the next three years.

As part of the agreement, the GAA has recruited Cork’s camogie player Anna Geary and recently-retired hurling star Jackie Tyrrell as ambassadors.

Littlewoods will launch an innovative marketing campaign with a strong digital focus to promote the partnership.

“We feel it is an opportune time to begin a partnership with the GAA,” Littlewoods Ireland managing director Geoff Scully said. “This is a new space for us and will allow us to engage with communities throughout the country through the Hurling Championship, Camogie National League and also the GO Games children’s events in Croke Park which we will be sponsoring.

“We plan on bringing our love of style and innovation to this partnership and believe it is a great fit for all involved.”