By:
Conor Martin
GPA (Gaelic Players Association) founder Donal O’Neill is taking his storytelling off the pitch and onto the big screen with a Gaelic football-themed movie.
The Down native, best known for his acclaimed documentaries, is now behind “Jones’ Road”, a GAA-themed feature film currently in pre-production.
The movie will focus on the hunt for All-Ireland glory
Set in 1995, the story follows Seán Óg Doherty, a talented Donegal footballer who is lured to London by US marketing powerhouse Mike Riley. Riley’s audacious plan? To assemble a squad of inter-county stars and help London win the All-Ireland Senior Football Championship.
But Doherty’s journey is anything but straightforward. Torn between the lure of glory and a haunting family link to the Bloody Sunday massacre of 1920, he must navigate loyalty, ambition, and the weight of history.
“Jones’ Road” isn’t just a sports story; it’s a reflection of O’Neill’s own complicated past. A former IMG international sports marketing executive, O’Neill became a polarising figure when he founded the Gaelic Players Association in 1999, challenging the GAA establishment and fighting for player rights. Those experiences of conflict, ambition, and upheaval echo through the film, lending it authenticity and grit.
Donal O’Neill comes from a strong GAA background
Football is in O’Neill’s DNA. He’s the son of All-Ireland winner Kevin O’Neill and nephew of legendary Seán O’Neill, celebrated as one of Gaelic football’s all-time greats. That heritage, combined with his documentary expertise and insider knowledge of the sport, promises a film that is equal parts thrilling, emotional, and historically resonant.
Now based in South Africa, O’Neill went from GAA pariah to trailblazer, founding the inter-county players’ body, securing mileage allowances and endorsement deals, and surviving being barred from the 2000 Congress. He stepped down in 2007 and three years later, the GPA earned official GAA recognition.
Speaking to the Irish Examiner, the documentary-maker said: “This isn’t just a sports film. It’s about a country wrestling with its past while racing toward a global future. The GAA has always embodied culture, identity, and memory – ‘Jones’ Road’ asks what happens when those forces collide with money, ambition, and the weight of history. I lived that collision.”
With pre-production underway, “Jones’ Road” aims to capture the drama, passion, and politics of Gaelic football, while exploring the human stories behind the headlines. For O’Neill, it’s more than a film; it’s a chance to tell a story shaped by ambition, history, and the game he knows best.
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