Staycity boosts Dublin GAA sponsorship as European expansion accelerates

Staycity, the Dublin-based hospitality group, continues to raise its profile in sponsorship and business growth, reporting turnover of €243.56m and profit after tax of €29.65m for 2024. The company is best known for its sponsorship of Dublin GAA, taking over the high-profile slot from AIG in 2023.

Founder and chief executive Tom Walsh said: “The sponsorship of Dublin GAA is a key part of our strategy to build Staycity as a major brand across Ireland and Europe.”

The business expanded into Portugal, Austria, and the Netherlands this year and now operates 35 aparthotels across Ireland, the UK, France, Germany, and Italy, with a total of 5,798 rooms. All locations reported profitability, with occupancy and average room rates rising year-on-year.

The group also acquired a majority stake in Felix Group, adding two trading properties in Germany and a development site in Vienna. Staycity’s model relies on long-term urban leases and partnerships with property owners and developers to support expansion.

Restructuring and refinancing expenses contributed to a slight drop in profit from €32.8m in 2023. The company also cancelled an undrawn €30m convertible loan note from the Ireland Strategic Investment Fund and paid a €25m shareholder dividend.

Technology development continues to be a focus, with Staycity progressing its in-house booking engine launched in December 2023 and expanding systems to support direct reservations and operational processes.

The sponsorship of Dublin GAA remains central to Staycity’s brand strategy, aligning its growth ambitions with high-profile visibility in Irish sport.

Discover the full details of Staycity’s European growth and sponsorship strategy in the complete article.