Sponsorship ban on alcohol companies imminent: Loftus

A BLANKET ban on sports sponsorship by alcoholic drinks companies is imminent, according to former GAA President Dr. Mick Loftus.

Dr Loftus, who has campaigned against the glorification of drink, believes that it’s only a matter of time before the European Union introduces a law banning links between sport and alcohol.

“The EU is thinking along the lines of imposing a ban much like they have in France. That was introduced in 1998, the year of the World Cup, and it bans the advertising of alcohol related to sport on television, in stadia and in billboards,’’ he commented.

Dr. Loftus, who stresses that he has always been opposed to sponsorship of sport in general, hasn’t attended an All-Ireland hurling final since the championship was sponsored by Guinness in 1995.

“I wouldn’t describe it as a protest, but it’s my way of showing my disagreement with the sponsorship,’’ he explains. “My views are well known. I got involved because of what I saw as coroner for North Mayo and as a GP. It’s sad what

alcohol abuse is doing to families and the pressure that is on young people to drink.

“I know people enjoy drink, but, the way it’s promoted is wrong!’’

With concern being expressed within the GAA and amongst the public at large, Dr. Loftus feels that the pressure will increase on the Association ‘not to continue’ with the sponsorship. He shares the views of new President Sean Kelly, outlined at Monday’s official launch of the Guinness sponsorship, that it was unfair to single out the GAA.

“It’s about all sports. If you take rugby, Guinness is all around Lansdowne Road and it’s much the same with soccer. At the same time, it’s easy to understand why people focus on the GAA, because the hurling championship is so big in sporting terms,’’ he added.

*Guinness, who have won widespread praise for their various marketing and promotion of the championship, will feature a new television advertising campaign for this year’s campaign, starting on May 22. This will be the ninth year of their involvement and the company calculates that by the end of the year they will have spent 25m. in total on the sponsorship.

*According to research carried out by Amarach Consulting, the Guinness hurling championship consistently scores as the number one sponsorship among Irish consumers across various measures, including awareness and appeal tests!