GAA Tightens Streaming Rules to Protect Sponsorships and Broadcast Rights

The Gaelic Athletic Association (GAA) has finalized a novel streaming policy and licensing agreement designed to clamp down on ambush marketing and safeguard the contractual entitlements of its official broadcast partners, RTÉ and TG4. The updated regulations impact streaming companies operating at the local level and county boards across Ireland.

New Sponsorship Protocols for Streaming Services

A key component of the new policy requires all streaming companies, even those operating locally, to adhere to the same sponsorship protocols as national broadcasters. This move directly addresses concerns about companies carrying advertisements from businesses that compete with the GAA’s national sponsors.

“We want to make sure that the contract is commensurate with something that gives them the advantage, that allows them to keep the footage, that the footage belongs to them, and also then that there isn’t any ambush marketing.”

GAA President Jarlath Burns

Restrictions on Advertising During Live Games

Streaming firms will no longer be permitted to display advertisements during live game footage. Only GAA-approved branding will be visible during matches, with advertisements relegated to designated commercial breaks. Any mention of competitions must also include the title sponsor.

Revenue Sharing with County Boards

The policy outlines a revenue-sharing model between the GAA, streaming companies, and county boards. Unless an alternative agreement is reached, streaming companies must remit 50% of local sponsorship, subscriptions, and advertising revenue generated from match coverage to the respective county board.

Strengthened Broadcast Rights for RTÉ and TG4

The GAA asserts that the new streaming policy strengthens the broadcast rights of RTÉ and TG4 for club championship games. The policy aims to protect these rights, particularly concerning games at the latter stages of championships.

GAA units are now required to submit all streaming requests six weeks in advance and are prohibited from streaming matches concurrently with any national broadcast partner coverage. A previous policy of allowing simultaneous streaming during the pandemic has been discontinued.

Streaming Fees and Revenue for County Boards

Since 2022, county boards have been receiving between €15,000 for streaming a county final and €10,000 for a semi-final, a significant increase from the previous flat fee of €5,000 for any club game.

While streaming fees are ultimately set by individual counties, the policy recommends a minimum charge of €10 (£8) and a maximum of €20 (£17), or a fee equivalent to the physical match ticket price, whichever is higher. The document suggests a streaming fee should be 80% to 90% of the physical ticket price to encourage venue attendance, which is the GAA’s primary objective.

County boards are also encouraged to provide complimentary match passes to local hospitals, nursing homes, and other care facilities.

FAQ

• What is the main goal of the new GAA streaming policy? To protect the sponsorship rights of national sponsors and the broadcast rights of RTÉ and TG4.
• What percentage of streaming revenue must be paid to county boards? 50%, unless an alternative agreement is in place.
• Can a county board stream a game at the same time as a national broadcast? No, streaming is prohibited during national broadcasts.

This updated policy represents a significant step by the GAA to regulate the rapidly evolving landscape of sports streaming and ensure the financial stability of its operations and broadcast partners.