Professionalism and Volunteerism in the GAA

By Ciaran Deely

The Gaelic Athletic Association (GAA) has faced significant challenges with volunteerism at the executive level. As inter-county set ups become more professional, the roles of county chairperson, county manager, head coach, secretary, and other such positions tend to take over one’s life, leading some to ask if these roles should become paid positions. The introduction of CEO, Operations Manager, and other such roles at county board level is a positive step forward, but proper job specifications and agreed frameworks are needed at all levels of the GAA.

When these roles are operated correctly, they can pay their salary back twice over. As the recent debacle in Donegal GAA has shown, there is also a need for a Head of Academy type role, as well as Performance Manager and Commercial Manager positions.

A commercial manager can add tremendous value to a GAA county board by identifying and pursuing new revenue streams. The role of a commercial manager involves generating income through sponsorships, advertising, merchandise sales, and other revenue-generating activities. By leveraging the popularity of the GAA sport and the loyalty of its fan base, a skilled commercial manager can attract new sponsors and increase revenue from existing partners. Additionally, a commercial manager can help to negotiate more favourable media rights agreements, organise high-profile events, and develop marketing campaigns that resonate with fans and attract new supporters to the sport. Ultimately, a commercial manager can play a critical role in ensuring the financial stability and long-term growth of each GAA county.

Any progression at the county board level and salaried roles for managers and coaches must lead to an improvement in the players’ situations. This includes proper expenses, tax breaks, sponsored cars, scholarships, and initiatives, but also a better fixture plan and more professional support. In this area, the GPA must continue their important role.

The GAA has barely scratched the surface of its commercial potential. Every county needs to drive this forward with support from HQ. There is a huge demand for modern GAA-related content both within Ireland and overseas. The amateur ethos will always be there, just as it is at the grassroots level of every other sport in the world. However, it’s time for the GAA to be proactive instead of reactive and get ahead of the curve.

Furthermore, there should be a proper working framework in place for these roles. This would entail job specifications that would enable those holding these positions to focus solely on their roles without being bogged down by the time-consuming requirements of volunteerism. Such an approach would enable them to plan and execute strategies that would advance the Gaelic games.

In conclusion, the GAA needs to take a proactive approach to tackle these hard questions, as Irish News journalist Cahair O’Kane has advocated in his excellent article here: donegal_mess_shows_volunteers_managing_professionals_is_a_system_destined_to_break

The introduction of paid positions may be necessary to tackle the challenges facing the GAA as inter-county setups become more professional. Proper job specifications and agreed frameworks are needed, as well as better fixture plans and professional support. By taking a proactive approach, the GAA can unlock its commercial potential and satisfy the demand for modern GAA-related content both within Ireland and overseas.

Yours in sport,

Ciaran