GAA takes control of its digital future with launch of GAA+

The GAA is set to launch its own fully owned and operated streaming service, GAA+, a move that marks a major milestone in the association’s efforts to maintain control over its media rights. 

At the conclusion of the GAA Annual Congress in Donegal Town, President Jarlath Burns revealed a pivotal shift in how audiences will consume Gaelic games.  

The GAA’s journey into digital broadcasting began in 2014 with the launch of GAAGO, a collaboration with RTÉ, that allowed fans to stream matches, particularly those not covered by traditional television broadcasts.  

However, while GAAGO was revolutionary for Irish sport at the time, it quickly became a point of contention. Critics noted that many of the games broadcast on GAAGO were behind a paywall, which caused frustration among fans who had previously enjoyed free access to live broadcasts of key fixtures on national television.

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In particular, there were growing complaints about the accessibility of matches, with some fans in rural areas or without broadband struggling to access games. This controversy only intensified when the GAA continued to sell exclusive rights to matches while facing backlash from the public over limited free viewing options. 

Burns acknowledged the significant role GAAGO had played in the GAA's media strategy but made it clear that it was now time for the association to take full ownership of its digital future.  

"To say it has served us well would be an understatement," Burns said, adding that GAAGO’s flexibility has been invaluable, particularly in scheduling games.  

However, the GAA President admitted that in light of rapid technological advancements, the association could no longer afford to rest on its laurels.  

"I shudder to think how much ground we would have to make up if we were only starting out on our journey in this space now," Burns reflected. 

Thus, GAA+ was born, as a direct response to the changing media landscape.  

The new streaming service will offer a range of content, including live matches, midweek programming, and extensive additional content for GAA members and supporters.  

Burns confirmed that GAA+ would begin streaming live games from the opening weekend of this year’s Championship, further solidifying the GAA’s commitment to making its games more accessible to a global audience. 

Burns outlined the strategic reasons behind the GAA’s shift to a fully owned and operated service. "To be strategic, to be a leader in Irish sport, to leverage global trends, and to future-proof the value of our broadcast rights in a quickly evolving media world," he said. 

The President also made it clear that embracing the digital age was vital to meeting the growing demand for Gaelic sports content.  

This new direction comes as sports organisations worldwide increasingly take control of their own media offerings, sidestepping traditional broadcasters to generate new revenue streams and engage fans directly. 

While GAA+ marks a significant step forward, Burns was careful to acknowledge the crucial role RTÉ had played in the GAA’s media journey over the past decade.  

He praised the national broadcaster for their “know-how and experience” in establishing GAAGO, which allowed the GAA to dip its toes into the digital world. However, he made it clear that the launch of GAA+ reflects the GAA’s desire to lead rather than follow in this space.  

“We look forward to working with them as traditional media partners for many years to come,” Burns remarked, referencing the long-standing collaboration between the two entities. 

Burns also addressed a longstanding issue that has plagued the GAA: media engagement. He pointed to a significant breakdown in communication between the association, county teams, and the press.  

"Not one interview was conducted with a national media outlet in the two-week period before last year’s two All-Ireland hurling semi-finals," Burns noted.  

He stressed that if the GAA was going to complain about a lack of media coverage, the association had to better facilitate media access for its teams.  

"We cannot complain about airtime and print space afforded to our codes if we do not facilitate it,” he stated firmly. 

The GAA President made it clear that the association is committed to improving its media relations and ensuring that the promotion of the games reaches the widest audience possible.  

As part of this effort, the GAA is introducing a new policy where post-finals team holiday funding will be linked to media engagement during national championship launches and knockout phases.  

Counties that fail to meet media access requirements could see a reduction in funding for team holidays, further incentivising collaboration between teams and the press. 

“Under a proposed new arrangement, access to post-finals team holiday funding will be linked to measured media access,” Burns explained. “Failure to assist will impact on the funding available for team holidays for winning teams.” 

This initiative aims to encourage county teams to engage more with the media and, in turn, promote Gaelic games to a larger audience.  

Burns expressed hope that this would lead to a change in how media engagement is perceived within the GAA.  

"I believe and hope that this will be the start of a different conversation around media engagement, our games, and our fantastic role models and ambassadors," he said. 

While acknowledging that not everyone within the GAA enjoys the media spotlight, Burns reaffirmed the importance of media coverage in promoting the sport.  

“We don’t always like the media attention that we get. It comes with the territory of being an organisation of our size and social importance,” he said, noting that the media plays a key role in holding the association accountable.  

Looking forward, Burns promised further collaboration with counties to address the challenges of media engagement. He emphasised that showcasing the players, the true role models of the GAA, is key to promoting the games effectively.  

“We have a duty to promote our games, and nothing does that better than showcasing and celebrating the fantastic people who play them,” he concluded.