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.

Paddy Power Bookmakers in Dublin were not in a position to answer questions on the matter last night, but the veracity of the report wasn't challenged.

A Croke Park source admitted having no knowledge of the rumour, as did PROs in the respective counties.

It also emerged that the Gaelic Players' Association (GPA) is not involved, although it was aware of rumours to this effect circulating a few weeks ago.

At national level, it's understood that ground advertising by bookmaking firms is not permitted, although it's not unknown for an advertisement to be carried in a Croke Park programme.

Paddy Power is a company which has traditionally used unorthodox methods to market its business.

Indeed it has in the past been in hot water with the advertising authorities in Britain for controversial advertisements.

It remains to be seen if the hurling sponsorship comes to pass but the indications last night were that it will, and that we will be seeing sponsored players and hurleys at Croke Park next weekend.