County Club Championship matches are being broadcast on national tv for the first time, this year.
While matches in the latter stages of the All-Ireland Championship have been broadcast in recent years, it's a new departure for the County Championships.
On Saturday evening, the eir Sport cameras were in the Gaelic Grounds for two matches in the Limerick Hurling Championship.
The first game saw Patrickswell and Ballybrown draw their quarter-final. After the game, Ballybrown manager Evan Loftus spoke to eir's Anna Geary.
He may have forgotten he was on live television, as the passion got the better of him when defending his team.
— eir Sport (@eirSport) September 16, 2017
Loftus paraphrased Conor McGregor when speaking about his team's goals for the rest of the campaign.
We're not here to take part. We're in it to win the fucking championship. That's our goal.
More club managers need to be given a national platform. Their post-match interviews are almost always more fascinating than their inter-county counterparts.
After losing in last year's final, Ballybrown still live to fight another day, and will play Patrickswell once more in a much-anticipated replay.