Archived News
Official Players’ GPA Funds launched by Energise
7th April 2005
The GPA has announced the establishment of Official Players’ GPA Funds for the 67 inter-county hurling and football squads. Established to assist squads directly, the GPA Funds will be managed by two nominated players in each county. The GPA Funds will benefit directly from the sales of energise, with funds allocated to each squad through an innovative incentive scheme. County boards will be invited to participate in the initiative.
The ground-breaking partnership between the Gaelic Players Association and C&C Ireland is to be compounded by a dramatic entry into the energy drinks sector by the players' brand, energise. The launch of Energise will be the biggest category launch of 2005 in Ireland. A €2 million marketing investment that includes TV, outdoor, sampling, PR and POS elements, will support energise.
Energise Sport, the official players' choice of isotonic sports drink, has been an undoubted success, selling almost 9 million bottles since its August 2003 launch and taking 18% share of the sports drink market (AC Nielsen DJ05).
To date, Energise Sport has used 75 players to promote the brand across billboards, television adverts and point of sale promotions. Money from every bottle sold is invested directly into gaelic games through a variety of worthy GPA initiatives. The GPA scholarship program has assisted 42 players in the last two years, and a series of regional seminars to promote the importance and effectiveness of sound physical conditioning for GAA players at club level has been confirmed for 2005.
C&C Ireland Ltd are now widening the players' brand from the sports market into the bigger energydrinks market with the launch of a new sparkling energy drink. Energise (Sparkling) has been formulated with carbohydrate fuel sources that metabolise differently in the body than glucose only energy sources, to pick you up and provide sustained energy rather than a quick burst followed by a slump. Energise contains ginseng, energy releasing B Vitamins, natural caffeine and real juice.
The expansion of the players’ brand will have historical consequences for GAA players. With the association set to reap an additional several hundred thousand euros per annum from sales of the new product, the GPA has confirmed the establishment of Official Players’ GPA Funds for each of the 67 inter county squads. Moving forward, these player controlled funds will receive money from every bottle of Energise sold.
Commenting on the development, GPA Chief Executive Dessie Farrell said:
"The launch of Energise into the energy drinks sector has enormous implications for the GAA community and our players. With the establishment of the Official GPA Players’ Funds for the 67 (including London and New York) inter county squads, GAA people can actively support their own county players directly. For every bottle of Energise purchased, money will be allocated directly to players through the Official Players’ GPA Funds in each county. The ongoing success of our comprehensive commercial strategy means that the establishment of the Official GPA Players’ Funds is a logical and progressive step for the association to take at this time."
