GAA president Nickey Brennan yesterday announced that Guinness will remain the title sponsors of the hurling championship until the end of 2007.
Guinness have invested over €25 million in an 11-year relationship but the current contract was due to expire this year. The GAA have extended it by 12 months to facilitate a total review of their sponsorship strategy. The four-year deal with football championship sponsors, Bank of Ireland, also concludes at the same time.
The complete phasing-out of alcohol sponsorship, which would mirror the situation in all French sports, was suggested during Seán Kelly's term of office. But such a decision has been postponed, in the short term at least. The GAA appointed Brendan Murphy as national co-ordinator of the alcohol and substance abuse task force last November. The joint GAA/Department of Health initiative is chaired by former Galway hurler Joe Connolly.
Brennan made the announcement at the hurling championship launch in Croke Park where captains from 12 of the leading county panels were also present.
"It is hard to believe the hurling championship is just around the corner once more. Hurling has gone through something of a golden era since the Guinness sponsorship began in 1995 and an unprecedented six counties have won the Liam MacCarthy Cup since then.
"While Cork will be anxious to become the first county to win three-in-a-row since the Rebels' team of the late '70s, I think we can expect a renewed effort from the chasing pack. The performances of Kilkenny, Limerick, Clare and Offaly in particular in recent weeks, would suggest that we are in for a very exciting competition."
Meanwhile, the Suzuki women's National Football League finals will be televised live on TG4 this Saturday night from Parnell Park. Champions Cork play first-time finalists Meath in the Division One final at 7.45 while Kildare and Laois meet in the Division Two decider at 6pm.
