Farmers back alcohol sponsorship of sports

The Irish Farmers Association has thrown its weight behind retaining alcohol sponsorship of major sporting events.

As the Government considers the cessation of such sponsorship, the IFA said a downturn in the drinks industry would have a knock-on effect on its members, who supply thousands of tonnes of product to alcohol producers.

IFA president John Bryan said the drinks industry uses over 200,000 tonnes of malting barley, 300m litres of milk, and 40,000 tonnes of apples each year.

“In the case of malting barley, demand is increasing in recent years, which is very important to the viability of tillage farmers and economic activity in rural Ireland,” Mr Bryan said.

Premium brands such as Guinness, Baileys, and Jameson had all built a global reputation based on sourcing quality, raw material from Irish farming, he said.

“The use of sponsorship and advertising is necessary for premium brands to maintain market share in a very competitive environment. Anything that impedes this could have a detrimental impact on the potential of the wider agri-food sector.”

Mr Bryan said he had told the Agriculture Minister Simon Coveney to reflect on that when the matter is discussed at Cabinet level later this month.

“At this time, our country needs joined-up thinking more than ever, and a clear understanding of the consequences of pursuing only one side of the debate,” he said.

“Like every parent, I am of course concerned to ensure that Irish people, and especially our youth, treat drink responsibly. I believe that more focused and targeted education in primary and secondary schools is the best approach in achieving that. Indeed, I see involvement in sport as a positive conduit to more responsible use of alcohol.”

The IFA added that the removal of sponsorship funding would have a knock-on impact on local sports clubs which, it said, were a central element of rural communities, in financing their teams and activities.