By Mark Simpson
BBC News, Ireland correspondent
In an age of millionaire sports stars and billionaire club owners, Gaelic sport has somehow managed to resist professionalism.
The players play for pride not money.
However, Sunday's All-Ireland Gaelic football final is big business.
More than 80,000 spectators will be at Dublin's Croke Park, and most of them will have bought replica shirts.
It is Tyrone against Kerry, a north-south clash likely to produce a fierce battle. But off the pitch, it will not be so brutal.
Rival fans from Northern Ireland and the Irish Republic will happily sit side-by-side as they watch their amateur heroes run their socks off for 70 minutes.
No matter how many goals the players score, they still won't get paid - they are teachers, doctors, students and even accountants, all playing for free.
Down Under
Talent scouts from Australian Rules football may be looking on, hoping to dangle dollars in front of the best players.
In recent years, some have been tempted to cash in Down Under, including teenager Martin Clarke, a rising star from County Down.
Gaelic sport is facing challenges on all sides.
Soccer has always been a big draw for energetic young Irish teenagers, and not just in this new mega-bucks era, when even an average English Premiership player can end up taking home £40,000 a week.
There was a time when you could have a career in both sports.
Before joining Manchester United in 1978, centre-half Kevin Moran had played in two All-Ireland Gaelic football finals for his native Dublin.
On the whole, the two sports have co-existed well over the years. The island is big enough for both of them.
Speak to Gaelic experts and they tell you the biggest threat to their sport nowadays comes not from football, but rugby.
In recent years, the success of the Leinster and Munster rugby teams has increased the attraction of the oval ball to the best young Irish athletes.
But take a look round Croke Park on Sunday and you will see a sport in good health. The stadium itself is testament to that.
Amateur heritage
All 82,300 seats will be filled, and it is widely regarded as one of the best venues for sport or pop in Europe. If you do not believe the sportsmen, then ask Robbie Williams or Bono.
"The honour of representing their county means players will always want to play Gaelic games - cash or no cash"
Of course, their rock star pay packets are something most people can only dream about - including the Gaelic stars.
So how long can Gaelic sport hold on to its amateur status?
Some believe the recent decision to accept a 3.5m euros (£2.7m) grant from the Irish government for the players' expenses brings the sport dangerously close to losing its amateur heritage.
However, the truth is that the honour of representing their county means players will always want to play Gaelic games - cash or no cash.
As for Sunday's match, Kerry are hoping to win three finals in a row, while Tyrone have won the cup twice this decade and are hoping for a hat-trick.
Kerry are the bookies' favourites but plenty of big bets are being placed on the Tyrone underdogs. In all, an estimated £2 million will be waged on the match.
Even in the world of amateur sport, there is no escaping money.
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