GAA: With a real show of determination the GAA yesterday presented its Task Force report into alcohol and substance abuse. It has, as expected, stopped short of an immediate ban on alcohol-related sponsorship, but is still designed to radically alter the attitude towards alcohol consumption around the country, writes Ian O'Riordan

For now, the future of the Guinness sponsorship of the All-Ireland hurling championship remains unresolved, but central to the Task Force report was that the GAA "ultimately phase out this form of sponsorship". Only last month the GAA announced a two-year renewal to their deal with Guinness, taking it up to the end of the 2006 championship. Any further extension to that deal seems most improbable.

The 28-page report is wide-ranging but with clearly defined targets. Present in Croke Park yesterday to outline its content was GAA president Seán Kelly, along with Task Force chairman and former Galway hurler Joe Connolly, and the GAA's director general Liam Mulvihill.

Kelly responded clearly to the question of the Guinness sponsorship: "We're taking the report as a unit," he said, "and we'll be implementing it that way. Obviously, the Guinness sponsorship is something that will be looked at again in two years' time, but I would hope that by then there would be some very positive outcomes of this initiative. And then we can take a decision in consultation with our partners."

The Task Force was set up by Kelly shortly after his induction as GAA president in 2003, and included, among others, Michael Whelan of Guinness and Kilkenny hurler DJ Carey. Asked why he had gone ahead with renewing the Guinness deal before the publication of the report, Kelly addressed the wider issues of such sponsorship.

"First of all, we hoped the report would be out shortly after Christmas, but time didn't allow that. But we still didn't renew our sponsorship with Guinness until we got an interim report from this committee. So we did have consultation on it. And they recommended a maximum of two years, and we went for a maximum of two years.

"But the easiest thing for me to have done last year was not to renew the Guinness sponsorship, full stop. And everybody from the highest political life down would have said well done to the GAA. But what difference would that have made in reality?

"We were the first organisation to ban smoking sponsorship, but did that make any difference in the overall context? Smoking actually increased. Pulling the alcohol sponsorship and doing nothing else would have the same effect.

"So this is a positive and implement-able programme. And in the meantime, the Government is set to come up with its own legislation, and there is the whole EU-wide situation as well. Ultimately, though, we will do what is right for our members and our society."

The report, then, is primarily concerned with changing attitudes towards alcohol consumption, particularly among young people. A full-time officer will be appointed at central level in Croke Park, within six months, to effect national policy. There will also be a trained voluntary officer in all counties and clubs within two years.

Among the other policies to be implemented over the time-frame of the next 18 months to two years is a code of conduct for all GAA units in GAA licensed premises and GAA functions at external venues.

There will also be awareness and educational programmes in GAA clubs around the country. As much as possible, they will be implemented in liaison with regional health boards, the Gardaí and other health professionals.

Connolly was asked to act as chairman primarily because of his passionate desire to tackle alcohol-related problems in Irish society. He, too, explained that a total ban on sponsorship would only have a limited effect.

"Of course there is the loyalty element," he said." In the bigger picture there is probably a break coming between alcohol companies and sports sponsorship. But we will leave that to the GAA to do.

"I think from a hurling point of view it is a pity that Guinness is a drinks brand. What they have done for the GAA and for hurling has been fantastic. 'Not men but giants', and things like that, did a lot for hurling. But ultimately, Guinness being an alcohol brand is probably not compatible with the GAA in the long run.

"Still this report is more a report about doing, about taking action. A full-time national co-ordinator speaks volumes - that the GAA is going to take on this culture in an extraordinarily structured and organised manner."

There are other areas of sponsorship that will be affected. Alcohol brands on player gear and kits should be phased out by the end of all existing contracts, and eliminated from all playing gear by 2006. Sponsorship of teams by licensed premises should be limited to adult teams only, and again eliminated by 2006. And where there are existing sponsorships of underage teams the recommendation is for immediate discontinuation.

Closing down club bars, however, was never part of the Task Force's considerations: "It would not be practical for us to start closing them down," said Connolly. "We have to live in the real world. But there will be very strict guidelines, that no alcohol is served at underage functions and things like that. Our clubhouses will be models of good practice."

Mulvihill addressed the obvious question of the potential shortfall in revenue at all levels of the games should alcohol-related sponsorships be abandoned.

"Circumstances change," he said. "In the late 1970s we activated a no-rounds campaign, to stop the habit of buying rounds of drink. And that habit did largely disappear. So we acted responsibility there, and we're prepared to do the same here."