About DTG
Built from the game up
Define Talent Group launched in May 2025 to give inter-county players the commercial representation that professional athletes take for granted, and to give brands a straight route to them.
These players train like professionals and hold down full-time jobs. Most have never had someone in their corner when a brand comes calling. We change that: we find the right partners, agree fair terms and take care of the work, so they can focus on the game.
For brands, that means a trusted, well-run route to some of the most respected people in Irish sport, whether they're on our roster or not. Inter-county players carry real influence in Irish marketing. They are local heroes in every parish and county, and people trust them because they're one of their own. In 2025, more than 900,000 people went to the All-Ireland senior football and hurling championships alone, with football crowds up 25% on the year before.
Influence on its own isn't enough, though. We understand the audience behind each player and what a campaign needs to land, so the right athlete meets the right message, in the right way, for the people you want to reach.
Attendance figures: 2025 championship totals, as reported by the Irish Examiner.
“We're not trying to professionalise Gaelic games. We're trying to professionalise the support, marketing and commercial thinking around the people playing them.”
Gavin McGreevey, Co-founder & CEO
Our values
Redefine and empower
Athlete first
Every deal has to work for the player, their training and their reputation. If it doesn't fit, we don't do it.
Authentic always
We match athletes with brands they actually believe in. That's what makes the content land.
Delivered properly
Clear contracts, agreed deliverables and on-time content. We run partnerships like the professionals our athletes are.
The team
Meet the founders
Gavin McGreevey
Co-founder & CEO
Define Talent Group started with a problem Gavin couldn't ignore. Inter-county players were among the most trusted and recognised people in Ireland, yet they had no one in their corner commercially, and brands had no proper way to work with them. Deals were ad hoc, players were undervalued and campaigns rarely did the game justice.
Gavin founded DTG in 2025 to fix that, building the agency and its full-circle model from the ground up. As CEO he drives the company's vision, athlete representation and brand partnerships, with one goal: to set the standard for how Irish sport is marketed, so players are properly represented and brands get campaigns that land with the people who matter.
✎ Photo: img/team/gavin.jpg
Emma McGreevey
Co-founder & COO
Emma has worked in marketing since 2018, specialising in influencer marketing and the power of influence. She has worked alongside creators with audiences in the millions, helping them grow their platforms, build their audiences and turn influence into lasting commercial partnerships.
She keeps DTG ahead of the curve by bringing the latest thinking from the US and UK creator economies to Irish sport, long before it becomes the norm here. As COO she leads commercial strategy, talent management, marketing and brand partnerships.
✎ Photo: img/team/emma.jpgCareers
Join the team
We're a small team with big plans. As DTG grows, we're looking for people who know the game, understand brands and want to help build something new in Irish sport.
Let's build
something together.
Brands, agencies and athletes: we'd love to hear from you.