It is no coincidence that the GAA coffers are suddenly benefiting from an influx of very welcome cash.
What commenced as a lamentably tame All-Ireland football Championship is blossoming into a fascinating series with the best of the action still to come.
There were genuine fears that the competition might prove something of a damp squib but the infusion of one vital element — bums on seats — is proving a factor in giving the Championship a much-needed lift.
Just look at some of the attendance figures for recent matches — 43,000 at the Cork v Kerry Munster final, 28,500 at the Derry v Donegal Ulster decider, 25,000 in Dr Hyde Park for the Mayo v Roscommon Connacht showdown and 45,000 in Croke Park to see Dublin edge past Wexford in the Leinster final.
For the full story, see this week's Sunday Life.