Calls for legislation to outlaw guerrilla PR tactics

THE GAA and other sporting organisations are to lobby the Government to introduce legislation preventing a repeat of the 'guerrilla marketing tactics' employed during the Corona boot controversy last month.

GAA president Sean Kelly has been scathing in his criticism of the PR stunt that saw Cork's Niall McCarthy and Kieran Murphy wear the branded footwear in the All-Ireland SHC quarter-final against Waterford.

He used the programme notes in Saturday's football qualifier double-header in Croke Park to continue his attack.

"A spokesman for the (PR) company described their leech-like behaviour as 'excellent guerrilla marketing'. Guerrilla marketing, ambush marketing, piggy-backing on other sponsors like leeches is disgraceful behaviour," he claimed.

"A company behaving in this fashion in Germany or England would be fined or the offenders put in jail.

"I have been speaking to officials from other sports organisations and we intend to lobby the Government to introduce legislation similar to what exists in other countries."

Kelly also reiterated his refusal to believe that the deal was undertaken primarily with the players' welfare in mind, pointing out that PR industry sources estimated the stunt to be worth the equivalent of €100,000 in free advertising for the beer company involved. "If their only interest is player welfare, then why don't they put that €100,000 into the training for the Cork team?" he demanded.

"In that way, all players in the panel would benefit. After all, it's a team game and surely they all deserve equal consideration.

"In the Irish Examiner, they were quoted as saying that if Guinness can sponsor the championship, they could do so as well. Yes, if they are prepared to outbid Guinness for the rights and invest the type of money that Guinness have in the hurling championship, or Bank of Ireland in the football.

"Unlike those who seek this type of publicity, the money invested by our competition sponsors or by official county sponsors is spent in helping our county boards to defray the estimated €14m spent annually on the preparation of inter-county teams - on players' expenses, on playing gear, on training weekends, on medical costs or overnight stays."

Mr Kelly went on to guarantee that the Rules Committee he established on being elected would work swiftly to eradicate the loopholes in the organisation's legislation that allowed the PR stunt and the Paddy Power hurley controversy before it to occur.

"I made it clear shortly after I was elected Uachtaráin that the GAA wasn't going to be a soft target for anyone anymore.

"I said that anybody who gave the GAA a kick in the rear could expect two kicks back. However, for people who use 'guerrilla tactics' maybe three or four 'cic sa tóin' might be necessary. We're feeling much fitter now."