GAA president Seán Kelly issued a statement this afternoon in order to clarify the organisation's stance in regard to personal endorsements for players. These, he explained, "specifically exclude playing gear".
Kelly also confirmed that the controversy surrounding the sponsorship of individual's hurls by the bookmakers Paddy Power during last Sunday's All-Ireland semi-final will not be discussed by the GAC this week.
"Contrary to the impression given in some quarters personal endorsements are allowed in respect of players," the Kerryman explained. "As late as the last Central Council meeting the facility to avail of endorsement was greatly enhanced and welcomed by players.
"It is however contingent on any such endorsement not being in conflict with county or national competition sponsorship. Personal endorsements specifically exclude playing gear. This is a feature of all major field game sports.
"The reasons for this are quite simple. It is impossible for any sporting organisation to effect team or competition sponsorship if competing "ambush" marketing is allowed as a principle."
Cork's Sean Óg Ó hAilpín and Wexford's Damien Fitzhenry and Paul Codd used hurls with 'Paddy Power' branding during the drawn semi-final at Croke Park, provoking an angry reaction from Kelly and the threat of a 24-week suspension for the players involved.
However, it is believed the trio will escape without a ban but with a severe reprimand. Paddy Power have already suspended the sponsorship - and that of five other intercounty hurlers - for, they maintain, the sake of the players and fans.
There has been some speculation that Paddy Power will be asked to vacate the corporate box they currently occupy at Croke Park as a result of the furore.