Some long-overdue joined-up thinking as Camogie association and GAA start working together

It was a huge blow to the game in 2021 when, with the pandemic upsetting the whole thing, the Camogie association failed to garner a sponsor for the 2021 All-Ireland camogie championships.

Previously supported by Liberty, the insurance company pulled out in 2020 which left the blue riband competition of the camogie calendar without a sponsor. As well as delivering a financial and commercial hit, it must also have been a dispiriting blow for everyone involved given how, arguably, the game is in a better state than it ever was before. The news must surely be welcomed then that, as of 2022, the GAA will control and manage the Camogie Association's commercial rights, including broadcast negotiations and sponsorship deals for the next three years. [caption id="attachment_238671" align="alignnone" width="1256"] 12 September 2021; Dervla Higgins of Galway celebrates after her side's victory in the All-Ireland Senior Camogie Championship Final match between Cork and Galway at Croke Park in Dublin. Photo by Piaras Ó Mídheach/Sportsfile[/caption] It hints at some long overdue co-operation and joined-up thinking between the pair and, down the line, it may speed up the desired process of merging the two associations. In the short term, it will surely lead to a better, more supported and marketed game for the players and its supporters which, for all involved, is surely only a positive thing. Sinéad McNulty, Camogie Association, Ard Stiúrthóir said: "We are excited about this commercial arrangement with the GAA and see it as a positive step forward for Camogie to maximise the ever-growing commercial potential of our sport." Peter McKenna, GAA Commercial Director, said that the move reflects the growing potential of camogie. "We are delighted that we will be representing the Camogie Association across its sponsorship opportunities and broadcast rights. "Women's sports continue to go from strength to strength and camogie is at the forefront of that growth. We are committed to supporting the Camogie Association to reach its commercial potential over the coming years through this agreement."