Colm Keys: New image rights deal has opened financial doors of opportunity for GPA and players

In the middle of the last decade one prominent chain of bookmakers was taken to task over the use of players’ images in a promotional campaign. The GPA registered a complaint but didn’t pursue action on behalf of the players. When images were used again by the same company in a race card two years later however, the matter went to the Advertising Standards Authority of Ireland which came down on the side of the players.