Paul Towell, Finance Director at O’Neill’s, explained that the company aims to increase sales in markets like Australia and the UK to offset the impact of the shortened inter-county GAA season on domestic sales.

Towell highlighted that the decision to hold the All-Ireland finals in late July and early August has cut six weeks from the traditional GAA jersey sales window. He stated, “Everything is being rushed now—that is the problem. We have the same commitment to the counties, but six weeks less to sell the replica jerseys.”

His comments were made In the context of new accounts for Balbriggan Textiles Ltd, which showed a 21.5% rise in pre-tax profits last year, reaching €1.9 million, following a 13% increase in gross profits to €13.25 million.

Towell noted that the truncated 18-week All-Ireland championship has affected jersey sales, though overall sales increased last year despite the decline in domestic GAA replica jersey income.

Among county jerseys, the best-seller for 2024 was Clare’s, the senior All-Ireland hurling champions, followed by Cork. In 2023, Limerick’s jersey led sales as their hurlers clinched four consecutive All-Ireland titles.

To counter domestic challenges, O’Neill’s has expanded internationally, with revenues in Australia doubling over the last five years. Towell highlighted that the Penrith Panthers replica jersey, representing the Australian rugby league team, is now among the company’s top five best-selling jerseys.

O’Neill’s employs 1,050 people across Ireland and continues to prioritize global markets to sustain production levels. “We need to keep expanding our markets to keep production levels up,” Towell said, emphasizing the company’s strategy to look beyond Ireland.

The directors’ report for Balbriggan Textiles noted a 19% increase in revenues in 2023, driven by consumers returning to in-store shopping post-COVID-19. However, gross profit margins dipped slightly due to rising costs in raw materials, packaging, and distribution.

The group’s directors expressed satisfaction with the year’s results despite challenges. Staff numbers rose by nine to 135, with total staff costs amounting to €5.56 million. Accumulated profits reached €24.7 million, while cash reserves dropped from €6.49 million to €5 million.

Towell dismissed concerns over the retail price of O’Neill’s replica jerseys, stating, “They are much cheaper than soccer jerseys, and soccer clubs change their jerseys every year.”