Archived News
C&C Ireland and the Gaelic Players Association Announce Historic Ground Breaking Initiative
19th August 2003
- C&C Ireland launch Energise – new isotonic sports drink developed specially by Dr. Liam Hennessy.
- Energise revenues could generate €500,000 in the first 3 years to support the GPA and the development of Gaelic games at grass roots level.
- 6% of net revenue from every bottle of Energise to go to supporting the GPA and the development of grass root Gaelic games.
- Energise launch supported by €1 million marketing budget.
C&C Ireland, one of Ireland’s most prominent and successful indigenous companies, today launched, energise, a new isotonic sports drink. C&C Ireland announced details of a partnership with the Gaelic Players Association (GPA), which will provide substantial financial support for the GPA and the development of Gaelic games at grass roots level. Energise was specially formulated to meet the physiological requirements of field sports in Ireland by renowned exercise physiologist Dr. Liam Hennessy and will be supported by a marketing budget of €1 million.
Sales of Energise are expected to generate revenues in the region of €500,000 for GPA initiatives over the first 3 years. The GPA will utilise the funds generated to support its Association and a number of innovative schemes benefiting members and the wider GAA community. The Irish sports drink market is valued at €50 million and is currently growing at a rate of 25% per annum.
Speaking at the announcement, Mr. Dessie Farrell, Chief Executive of the GPA said:
“The GPA is excited and proud to be associated with the development of energise, a product that will support the GPA and its various initiatives, including scholarship programs, club grant schemes and an educational sports science program for players and coaches nationwide. We are also delighted to agree this innovative and ground breaking partnership with C&C Ireland, a world wide first in sports marketing and the sports drinks industry. We are optimistic that the GAA community will see the benefits of this project and make Energise their drink of choice.”
Michael McArdle, Marketing Director of C&C Ireland said:
“Energise is about the best of Irish sport, business and medical science combining in a way that benefits the wider community on many fronts including physiological, social, financial and sporting. If Energise is enjoyed by those who buy it and we believe it will, then we have found a model for supporting our national sports with each and every bottle of Energise that is purchased.’
The leading sports physiologist Dr. Liam Hennessy was contracted to develop energise, which is scientifically guaranteed to re-hydrate the body seven times faster than water. It also re-energises 53% faster than water.
A localised outdoor advertising and marketing campaign will feature the relationship between Energise and GAA county heroes from this year’s All Ireland Championships. The players include; the legendary DJ Carey, Jason Sherlock, Sean Og De Paor, Setanta O’hAilpin, Conall Keaney, Peter Canavan, Paul McGrane, Tommy Dunne, Seamus Moynihan, Muiris Gavin.
The GPA and Energise will launch a seminar based educational program for GAA coaches nationwide, in conjunction with a panel of leading experts. The objective of this program is to educate club managers, coaches and trainers in the area of team preparation and physical training methods. As a focal point of the GPA’s objective to nurture and promote sustainable development and participation in Gaelic games, participation at these seminars and related guidance materials will be provided at no cost to registered GAA clubs.
Energise will be initially released in two flavours, Orange and Lemon, in new 500ml sports pack.
