Dalata Hotel Group has confirmed its continued title sponsorship of the GAA Football Under 20 Championship as the partnership entered its second year in February 2026. The group deepened its commitment through the evolution of the For Difference Makers campaign which celebrates individuals who make an impact both on and off the pitch. Featured stories include performances by players such as Eoin McElholm of Tyrone and leadership from managers like Keith Higgins of Mayo alongside contributions from mental health experts and Dalata graduates.
The campaign highlights the shared values between Dalata and the GAA with a focus on people community and moments of courage that define success. It will feature across television on TG4 as well as public relations and social channels throughout the 2026 championship season which begins in mid March. The initiative recognises not only players but also coaches mentors and supporters who shape young talent.
Dalata operates 56 hotels primarily under the Clayton and Maldron brands across Ireland the United Kingdom and continental Europe. The group was acquired by Pandox and Eiendomsspar in 2025 with Scandic assuming operational responsibility while a carve out of the real estate business continues. This sponsorship aligns with Dalata strategy to engage with local communities and support development pathways for young people.
The GAA Under 20 Football Championship serves as a key platform for emerging senior stars with Tyrone crowned champions in 2025. Provincial competitions lead to the All Ireland final and the event continues to showcase future Gaelic football talent.
Dermot Crowley shared “Year two of our partnership with the GAA Under 20 Football Championship is about going deeper, deeper into the values we share and deeper into the stories that truly resonate. At Dalata our difference has always been our people. Every hotel every shift every guest experience has moments where someone has to step up. Just like in U20 football those moments of individuality courage and leadership are what ultimately define success. For Difference Makers is our way of recognising and celebrating that.”
Keith Higgins shared “Under 20 football is where you really see character revealed. These are young players learning what it means to take responsibility to back themselves and to make a difference for their team when the game is on the line. These moments of brilliance are forged through countless hours of preparation and dedication off the pitch: not just by the players themselves but by their parents coaches and communities. We all recognise the people in our own lives who step up, often quietly, and it is great to recognise and celebrate those moments and the people behind them.”
Outgoing GAA President Jarlath Burns shared “The Under 20 Football Championship has always been about development and opportunity, giving young players the platform to find their voice and make their mark. Dalata commitment to this competition and to the For Difference Makers campaign reflects a genuine understanding of what the GAA stands for people community and the belief that one moment one action can change a trajectory for both a person and an entire team.”
