Dalata Hotel Group has announced a five-year deal to sponsor the GAA Under 20 Football Championship.

Dalata's hotel brands, Clayton and Maldron, will be feature prominently as part of the group's title sponsorship of the tournament, which will be knowns as the Dalata Hotel Group GAA Under 20 Football Championship going forward.

To coincide with the sponsorship, Dalata has unveiled a campaign entitled 'For the Difference Makers,' which it said celebrates the shared values deeply embedded within both the GAA and Dalata.

The 'For Difference Makers' campaign will run throughout the duration of the U20 Football Championship and intends to shine a light on "the exceptional people, whose commitment and hard work becomes the difference that makes the difference."

The campaign will include advertising, social media and PR support.

"This is an extremely proud and exciting time for us as we announce our five-year sponsorship of the GAA Under 20 Football Championship," said Dermot Crowley, CEO of Dalata. 

"Dalata’s difference has always been our people and the same can be said for those who elevate the game of football."

“Hotels have always played a significant role in GAA life – be it a warm welcome at reception for families and friends ahead of a match, a place for teams to celebrate their successes or a gym facility to strengthen and develop players.

"This sponsorship provides a fantastic opportunity for us to develop a deeper connection with the GAA community among both players and fans and we look forward to the next five years.”

Jarlath Burns, president of the GAA, said the organisation was delighted to welcome Dalata on board as sponsor of the championship.

"Dalata’s involvement in the U20’s reaffirms its dedication to fostering the development of young talent, and promoting the values of teamwork, commitment, and innovation. At the GAA, we pride ourselves on nurturing talent both on and off the field, and this partnership reflects those values.”

The GAA Under 20 Football Championship started in 1964 and was held as an U21 championship until 2017.

The winners of the four provincial championships advance to the semi-finals.

Dalata has more than €1.7bn worth of hotel assets in Ireland and the UK and is expanding its portfolio into continental Europe. The group, which has 55 hotels across the Clayton and Maldron brands, recently completed a €25m share buyback programme.

For the first six months of last year, Dalata reported revenue of €302m, basic earnings per share of 16 cents and free cashflow per share of 21.5 cents.

Photo: (l-r) Cormac Egan of Offaly and James Sargent of Derry. (Pic: INPHO/Dan Sheridan)