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.