An exploratory examination of the strategic direction of the Gaelic Athletic Association via theapplication of sports marketing segmentation bases

The purpose of this paper of this study was to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review the empirical findings themselves (Foedermayer and Diamantopoulos, 2008) so as to provide the basis for identifying and understanding new segments and assessing the strategic development of the Gaelic Athletic Association (GAA) in Ireland in order to ensure its continued survival, growth and prosperity.