Dalata Hotel Group U20 Football Championship launched
Dalata Hotel Group marks Year Two Of Its Title Sponsorship Of The GAA U20 Football Championship. Pictured (From L-R) Keith Higgins, Mayo U20’s Football Manager, Dalata Hotel Group CEO Dermot Crowley, Roma O’Connor, CMO Dalata Hotel Group, Eoin McElholm, Tyrone U20’s Footballer of the Year 2025, Dr Jennifer Hayes, Principal Clinical Psychologist, GAA President Jarlath Burns and Cormac Egan, Offaly player and Dalata Graduate.
As they enter the second year of its title sponsorship of the GAA Football U20 Championship, Dalata Hotel Group is deepening its commitment to celebrating those who step up when it matters most, both on and off the pitch, through the continued evolution of its ‘For Difference Makers’ campaign.
At the heart of this year’s campaign is a celebration of the difference makers who shape success both on and off the pitch. Among those featured are Eoin McElholm, Tyrone U20’s Footballer of the Year 2025, whose performances have inspired a new generation; Keith Higgins, Mayo U20’s Football Manager, whose leadership continues to guide emerging talent; Dr Jennifer Hayes, Principal Clinical Psychologist, highlighting the vital role of mental resilience in sport; and Cormac Egan, Offaly player and graduate of Dalata’s structured Graduate Programme — a comprehensive development pathway designed to prepare participants for future management roles within the Group. Together, they represent the many coaches, mentors, teammates, colleagues, and supporters who make a lasting impact — the people behind the players who help shape them into who they are today.
Dermot Crowley, CEO of Dalata Hotel Group, commented: “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, Mayo U20’s Football Manager: “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’s great to recognise and celebrate, those moments, and the people behind them.”
Uachtarán Chumann Lúthchleas Gael, Jarlath Burns, added: “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’s 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.”
Throughout the 2026 championship, For Difference Makers will continue to celebrate the individuals whose actions elevate those around them – from players delivering under pressure to hotel team members creating exceptional experiences behind the scenes. The campaign will run across TV with special stings on TG4, PR and social channels, reinforcing Dalata’s belief that while teams win together, progress is often sparked by one person stepping forward at the crucial moment.
