Outgoing GAA president John Horan has said the association has no intention of "putting a whole load more games behind a pay wall" when the TV rights come up for negotiation this year, despite writing to the government to request no further games should be designated free-to-air.
Last week the GAA's commercial director Peter McKenna suggested the video wing of the e-commerce giant Amazon Prime could be a player in live streaming from 2022.
Amazon Prime has screened a number of Premier League soccer matches in recent years,
"Streaming and digitisation are going to be a bigger part of the contracts," McKenna said.
"We have a very good product for media rights negotiation and I think there are a lot of players in the market now and new ones coming into it.
"So I'd be very confident that we'll have a very healthy discussion with the existing partners but there are newcomers coming into that frame too, like Amazon for example."
Horan has written to the sports and media minister Catherine Martin asking her not to designate any more GAA matches as free-to-air because their income has been so badly hit due to the absence of supporters from stadiums.
The GAA's sponsorship and media revenue [excluding November and December] declined from over €20m to €9.1m last year.
Last winter Sky Sports made all 14 of their live GAA championship games available free to air for all Sky customers on their Sky Sports Mix channel. Other matches were screened on TG4 and RTÉ.
Speaking on RTÉ Radio 1's Today With Claire Byrne programme, Horan - who will step aside as president at Saturday's Annual Congress to be succeeded by Larry McCarthy - said: "I'm quite sure [Peter McKenna] is going to renegotiate the media rights for the association in the next 12 months. I'm sure he'll look at all options.
"I'm quite sure everything will be explored but people don't have to get worried. There will be a continuum, and plenty of games going out on the normal free-to-air channels.
"The reason for [the letter to Minister Martin] was we don't want to be restricted.
"We got great cooperation this year from Sky, RTÉ and TG4 in distributing the games but there are benefits to the media rights of our games.
"Those benefits are fed back into the organisation throughout the membership. Over 80% of our funds generated in a year are redistributed through the organisation, be it through coaching, through grants for clubs and county boards to develop their infrastructure projects.
"It's not a case of us trying to exclude people. It is a case of us putting a reasonable and correct value on what we actually have.
"But no, people don't have to get worried out there. It's not our intention to start putting a whole load more games behind a pay wall."