The GAA's commercial director Peter McKenna has namechecked online streaming subscription service 'Amazon' as a player in the market for media rights to show games under the next agreement.
The current broadcast deals expire at the end of this year.
The GAA confirmed yesterday they recorded losses of €34m in 2020 as the COVID 19 pandemic impacted on the organisation substantially.
Central revenues dropped from €73.9m in 2019 to €31.4m last year.
McKenna says many different parties are interested in broadcasting their games, Amazon among them.
"The importance of sport in a national broadcast act sense is far more important now, when you see what other content is available and where it's available.
"I think we have a very good product for a media rights negotiation, I think there's a lot of players in the market now and new players coming in to it.
"I'd be very confident about a very healthy discussion with the existing partners, but there's some newcomers coming into that frame too, like Amazon for example."
