Hurlers get Power-ful advertising incentive

PLAYER endorsement in the GAA may be on the verge of reaching a new level, with individual sponsorship in the All-Ireland hurling semi-finals — but not by competition sponsors Guinness.

There were unconfirmed reports yesterday that two players on each of the Cork and Wexford teams will be sponsored by Paddy Power Bookmakers in next Sunday's game in Croke Park. It's claimed that this will extend to the appearance of the company's branding on the players' hurleys.

It is understood that a similar arrangement has also been made with four players involved in the second semi-final between Kilkenny and Tipperary on Sunday week.