This case study tells the story of the two largest and most influential sports organizations in Ireland - the Gaelic Athletic Association (GAA) and the Irish Rugby Football Union (IRFU). With a long history that started in the late 19th century, each organization represents a mix between a professional sports business and a community-centered volunteer movement that is closely knit with the local and national identities of Irish people. Although both organiszations represent unique indigenous cultural assets, their business models are different. In order to respond to a number of internal and external challenges facing the GAA and the IRFU in the environment of economic austerity, the organizations have to reinvent their business models.