The Gaelic Players Association today announced details of its sponsorship deal with drinks company Cantrell and Cochrane.
GPA chief executive Dessie Farrell has described the deal as the most significant in the association's four year history.
Ten leading GAA players, including Peter Canavan and DJ Carey, will link up with the GPA to promote, via billboard advertising, Club Energise - a new isotonic drink specially developed by Dr Liam Hennessy.
The other players include; Jason Sherlock, Sean Óg de Paor, Setanta O'hAilpin, Conal Keaney, Paul McGrane, Tommy Dunne, Seamus Moynihan and Muiris Gavin.
Ironically, today's announcement was made from a corporate box at Croke Park, a situation that will surely have left the GAA red faced as it does not recognise the GPA as an official body.
It is believed the initiative will raise up to €500,000 over three years in support of the GPA and help develop the game at the grass roots level.
Speaking at today's announcement, Mr Dessie Farrell, Chief Executive of the GPA said:
"The GPA is excited and proud to be associated with the development of Club Energise, a product that will support the GPA and its various initiatives, including scholarship programmes, club grant schemes and an educational sports science programme for players and coaches nationwide."
GAA president Sean Kelly, meanwhile, has expressed his sympathy and support to the St. Enda's Club in Omagh, which suffered serious fire damage to their new stand today.
The PSNI said they are investigating an arson attack.
Tickets for Sunday's All-Ireland football semi-final between Tyrone and Kerry will go on general sale from the Ticket Office at the back of the Cusack stand from 11 a.m. to 7 p.m. on Thursday and Friday, while stocks last.