Speaking at the launch GAA President Christy Cooney said: "The GAA U21 Football Championship has served as an important stepping stone for many of the players who progress to reach the highest level of our game and those who follow the grade closely have been treated to some excellent campaigns in recent seasons.

"To that end we are delighted to acknowledge the three-year extension to our arrangement with Cadbury. Their support and innovation has helped bring great energy to the competition in recent seasons and I look forward to the continuation of what has been a fruitful partnership ahead of what promises to be another intriguing championship."

Shane Guest, Kraft Foods Ireland said: "We look forward to building on the success of the past seven years. The skill and determination these young footballers demonstrate continues to astound us and we look forward to another exciting championship in 2012."

Last year’s championship culminated in Croke Park as Galway earned a hard-fought win against Ulster Champions Cavan.

A number of U21 players have already starred for their senior county teams in the National League and in previous Senior All-Ireland Championships, including Rory O’Carroll who played at full back as Dublin claimed the All-Ireland for the first time since 1995.

Previous Cadbury Hero of the Future award winners include Colm O’Neill, Killian Young and Fintan Goold.