Americas Cup: a hard lesson for the GAA

AS THE Americas Cup regatta reached its compelling climax, I noticed that new sponsorship deals had been signed with companies which one would previously never have associated with this most prestigious sailing event.

I was particularly struck by the sponsorship agreed with American pharmaceutical company Lilly, which promotes the benefits of their newly-launched erectile dysfunction drug, Cialis.

I was pleased to see that this prestigious event had found a strong backer, but I understand that such sponsorship by a prescription medication would not be possible in Ireland, or indeed mainland Europe.

There are obviously no regulations in New Zealand preventing the advertisement of a prescription medicine like Cialis to consumers.

While not allowed in Ireland, obviously there was a strong chance that the brand name was seen in media coverage here.

With the creditable move by the GAA to explore precluding advertising by the drinks industry, they now have an opportunity to explore access to valuable sports sponsorship elsewhere.

However, I am not saying GAA players or supporters need Cialis, even if it acts as an antidote to drinks industry excesses!

Dr Ray Power, The Well Beacon Clinic,

Sandyford Industrial Estate,

Dublin 18.