Corona launch stout defence of boot deal

THE public relations company which put together the controversial Corona “boot deal” with two Cork hurlers has launched a stout defence of their tactics.

Hopkins PR, a Cork-based company employed by Barry/Fitzwilliams Maxxium, the Irish distributors of Corona, paid Niall McCarthy and Kieran Murphy an undisclosed sum to display the Mexican beer's logo on their boots in Sunday's All-Ireland SHC quarter-final win over Waterford.

Mark Hopkins, of Hopkins PR said last night that the deal was meant to aid and assist players.

"I have a very good relationship with a number of players as I play myself with Sarsfields and Glanmire," he explained.

"The notion of all the training they undertake and the little reward they receive is something I feel very strongly about.

"Corona is a very good client of ours and so I approached Barry/Fitzwilliams to see if there was something which we could do that would benefit the company and the players.

"I had spoken to the GPA last year and they said that jerseys, hurleys and helmets were all part of team gear but players buy their own boots.

"We approached the players on a one off and asked if they would wear a Corona logo on their boots and that is how this came about.

"We are doing this in the interest of players they are training six nights a week and my view for a long time as a player and as a person involved in marketing is that they should be able to get something outside of the rules. There is nothing sinister in it. I didn't feel like we are breaking any rules.

"I know people talk about Guinness sponsorship, that is why I approached Corona. If Guinness are allowed sponsor the championship, there shouldn't be a reason why other drinks company should not be involved. All we are interested is player welfare. I feel the players are being unjustly treated. This in no way was intended to cause an uproar."

Michael Barry, managing director of Barry/Fitzwilliams Maxxium fully supported Hopkins. "It was Mark's brainchild - he's a GAA addict. I thought it was excellent guerrilla marketing; he's an ardent Sarsfields/Glanmire man."

However, Croke Park spokesperson Fergal McGill cautioned last night: "Players are entitled to personal endorsements and we've encouraged that in the past through the Players' committees. That's the first thing. However, those exclude playing gear specifically, which is not just a GAA issue but applies to all sports. Logically it'd be impossible to get team or sports sponsorship otherwise. The sponsorship is contingent on the deals not being in conflict with county and national sponsorship. A drinks company ambushing Guinness in this way would obviously be unacceptable."

Guinness parent company Diageo were steering clear of the controversy last night. "Guinness see this as very much a matter for the GAA and will not be making any further comment on the matter," a spokesperson said.

GPA official Donal O'Neill revealed that a broader agreement between the Cork hurlers and Corona was discussed last year but was abandoned because it was too late in the season.

"I'm surprised that two individuals were involved, in that context. I spoke to Donal Óg Cusack earlier in the week and there was no mention of it. I couldn't see any grounds for sanctions against the players.

"I don't think you could argue that players involving themselves in sponsorship should be sanctioned, you could go on all day if you started that.

"It'll cause controversy because it's an alcoholic brand but I don't see how players could be sanctioned for an individual sponsorship. If you're in a professional sport where there are lines of demarcation, as Sean Kelly says, you do as you're contracted to do, but there are no regulations in place here to give guidance to GAA players."

Hopkins declined to say what figure the players received for wearing the logos on their boots on Sunday.

And if the stunt goes wrong and players are suspended? "I'd be disgusted. I can't see any reason why they could be suspended. As far as we know we have not breached any rules. If we tattooed something onto someone's leg are we culpable and what is the sanction. There is a public and social responsibility as this is an alcoholic beverage. But this was simply a branding exercise.

"I have heard nothing from the County Board. I don't regard it as a trick. We had an objective to reward the players. And I think we will achieve that.

"I don't think it is the GAA's right to decide what players can and cannot do."