22 September 2020 The Irish Film & Television Network
AIB commissions hour-long GAA documentary to be shown on TV3 on March 12th
24 Feb 2015 : Seán Brosnan
'The Toughest Trade' will look at how sport stars from other countries deal with life as a GAA club player
In what is a first for an Irish bank, AIB has commissioned an hour-long documentary that will be shown on TV3 as part of its ongoing sponsorship of the GAA Club Championships and its ongoing #TheToughest campaign.

'The Toughest Trade' will be produced by the IFTA-winning Motive Television and will air on TV3 at 10pm on Thursday, 12th March.

The film is directed by Ronan O'Donoghue and Maurice Sweeney, produced by Ciaran O' Hara and is produced in collaboration with Margaret Levingstone and the team in ROTHCO.

The film was conceived as AIB wanted to explore how the GAA compared to other club games across the world. With this in mind, the bank enlisted English footballer David Bentley and All Star baseball player Brian Schneider to test the theory that the GAA was the toughest sport of them all. The pair of professional sportsmen are set to trade places with Crossmaglen footballer Aaron Kernan and James Stephens' hurler Jackie Tyrell, who will in turn be temporarily transferring to Sunderland FC and a Floridian major league baseball team respectively. All four players will be swapping professional and sporting lives so while the GAA players will be experiencing all the demands that come with professional sports, Bentley and Schneider will have to quickly come to terms with a challenging training schedule coupled with a full-time job.

AIB Brand Director Brian Keating said: ‘With its predominantly winter schedule, the constant pressure of knockout matches, having to balance the demands of family, work or college with training and playing matches, and of course, the fact that some of the biggest names in GAA haven't won a club medal, we believe that the AIB GAA Club Championships really is the toughest of them all. With this film, what we wanted to investigate was, could the GAA club game actually be the toughest in the world?’

Executive Producer for Motive Television Anne McLoughlin said: ‘On the back of Motive's recent rating hit ‘Notorious’, we are delighted to have the opportunity to bring this exciting one off sports documentary format involving premium national and international sports talent and dynamic and entertaining sports swaps to TV3. The sports swap concept is generating a very positive media response and we are confident that it will win and entertain a broad general audience on TV3 in the run up to the AIB GAA Club Championship Final on March 17. Motive has brought some of Ireland's top off screen talent to the production ensuring we deliver a top quality sports documentary.’

'The Toughest Trade' will air on TV3 at 10pm on Thursday, 12th March.

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