In the latest of the Gaelic Players Association’s quest for gender equality the group have secured a partnership with two of Ireland’s major sport sponsorship agencies to ensure both male and female intercounty GAA players receive equal compensation for advertising work.
Spanning across promotional, sponsorship and endorsement activities, Teneo and Wilson Hartnell have both engaged with the pledge stating that they will “to strive for equal treatment for male and female inter-county players in our industry and will, at all times, use the best of our endeavours to ensure that is recognised in the work we do on behalf of our clients.”
— GPA (@gaelicplayers) December 16, 2021
“In signing this pledge, we hope that our influence within the sporting industry can further bolster the movement towards equality for female athletes, a movement we whole heartedly endorse and in which we have long sought to take a leading role” they added.
Subsequent to the equal public funding announced by Minister for Sport Jack Chambers back in May, the move further echoes the GAA, LGFA and Camogie realms’ pursuit of parity.
In September of this year the GPA board further committed to the cause when they formulated a gender balanced board of directors and just earlier this week they appointed former Tyrone footballer Gemma Begley to the new position of Equality, Diversity and Inclusion Manger.
On the newest announcement she remarked that “equality for our female membership is a key pillar of the work we do on behalf of players” and that it is “heartening, but not surprising, to see WH and Teneo sign up to this pledge.”
“We are well aware of the work they do and their culture of promoting female athletes. To see them set commercial challenges aside to come together in this fashion shows their genuine commitment to the equitable promotion of female sport and female athletes” she continued.
“We are proud to recognise them as our preferred sport and sponsorship agencies.”
“It should also be said that this is not a closed shop by any matter of means. Should other agencies want to get involved they should not hesitate to contact us.”
👏🏽👏🏽👏🏽Hopefully will lead to the end of ‘opportunistic’ brands using female athletes to help promote their product/service whilst suggesting the exposure alone should be enough compensation for their time but really only interested in their own optics & paying the “lads” present https://t.co/NUcltx2ntK
— Louise Galvin (@lougalvin4) December 16, 2021
Tenoe’s Sports Advisory team Director, Rob Pearson reiterated that manner, citing that the company “hope that by lending our support to this initiative that others might follow, positively impacting not just current athletes but also broader society with a message of equality and opportunity” and that they aspire to carry on addressing “the gaps that can exist in sport in Ireland.”
WH also indicated its “core value” promise towards “Equal treatment of athletes and the promotion of female sport”, said Sarah O’Connor, Head of Sports Marketing & Sponsors.
“We are delighted to support the GPA in their mission to promote equal treatment for athletes and join with Teneo in signing the pledge.”
“This ethos has underpinned our sports marketing and sponsorship practice since [the early 1990’s]. Happily, this stance has been fully endorsed and supported by our incredible clients with whom we are privileged to work.”