The GAA yesterday announced details of a £250,000 fund available for players' endorsement and sponsorships. The GAA Players Sponsorship and Endorsement programme's initial fund has been subscribed by 10 companies each contributing £25,000 and will be administered by Murray Consultants.

The announcement comes a month after the Gaelic Players Association (GPA) revealed their own arrangement for a sponsorship deal. But the GAA is anxious to emphasise that it is not playing catch-up with the GPA, which Croke Park does not recognise.

"This is a follow-on from the amateur status report," said GAA president Sean McCague. "I was a member of that committee which reported in 1997. People will say that the follow-on took a long time but we tried a number of methods. Originally it was thought that county committees might administer this fund but eventually we recognised that this required the input of professionals. This is a further step down the road we started on three years ago."

The scheme will apply to all players and there is no bar to the involvement of those who were associated with the GPA deal with recruitment company Marlborough. McCague wasn't willing to make any comment on the unofficial association. "I've met with the GPA but I do not lecture them through a megaphone any more than I would take lectures from them. All players at inter-county level are members of the GAA and are entitled to benefit from this."

There was also a significant announcement that the GAA would encourage county boards to forego their suggested 10 per cent cut of any endorsement deals. One of the differences of opinion between Croke Park and the GPA concerns the disbursement of money raised by these commercial transactions.

The GPA give 80 per cent to the individual player and 20 per cent to the organisation whereas the GAA amateur status report recommends 50 per cent to the player, 30 per cent to his county panel players' fund, 10 per cent to a hardship fund for players and former players and 10 per cent to the county board.

McCague said none of the players' funds will be used to pay Murray Consultants for their work. All administrative costs will be paid out of Central Council funds. "There will be no fee, no clawback from the players' funds," according to McCague.

In answer to queries about the potential for elitism within the scheme, he insisted that the structures addressed that danger. "Companies will want high-profile players but our structures will ensure that other players not in the frame that often and colleagues on a player's own team who contribute to success are entitled to be involved in this. We have asked all county committees to submit to us names of players who they think might be of interest to businesses in their own areas."

Jarlath Burns, the chairman of the players committee, also addressed this point. "The reality is that elite players will benefit but there is also the issue of the team dynamic. This is an equitable system under which all players will benefit."

Questioned about Murray Consultants' experience of this sort of agency work, Dermot Power, the commercial manager of the Croke Park redevelopment project and closely involved in the setting-up of this initiative, said: "Their experience is in the general sports area. They have contacts with individual golfers around the time of the Irish Open but equally important is their contacts within the top level of Irish business."

There were no details concerning the precise nature of the players' obligations under this foundation scheme but it is believed that the initial sponsors will be allowed select a number of players for up to 20 promotional appearances in return for their £25,000.

The scheme is to be reviewed in six months and in the meantime Murrays will continue to seek out opportunities for further sponsorship business. Among the opportunities open to players will be the promotion of Gaelic games through participation in special events and coaching sessions. Other work to be undertaken on behalf of players will include the negotiation of special rates for players.

Only six of the companies involved were named: Toyota Ireland, FBD Insurance, AIB, De Braam Water Company, IAWS Group and Setanta Television.