Guinness ‘committed as ever to hurling’

GUINNESS are ‘as committed’ to the promotion of hurling as they have been for the past 12 years of their sponsorship, according to Michael Whelan, Sponsorship Manager of Diageo.

He was speaking in Croke Park yesterday at the formal launch of the 2007 championship — the last under the Guinness brand.

This follows the decision by the GAA to favour a ‘multi-sponsor’ format for its two major competitions, similar to the Champions League model in soccer.

The Association is likely to seek four high-profile sponsors for each championship and this will have the effect of bringing back the titles of the championships under their own names.

Said Mr Whelan: “There has been some speculation about the future of the sponsorship, but today is not a day to talk about that. It will all come to fruition over the next number of months. We’re talking with the GAA, as they are with other partners.’

Following on the company’s imaginative marketing and advertising campaigns — with such slogans as ‘Not Men But Giants,’ ‘Nobody Said It Was Going To Be Easy’ and ‘The Stuff of Legend’ — the emphasis this year will be on showing that “hurling is part of hurlers’ DNA.”

“This year’s campaign, entitled ‘It’s Alive Inside’ focuses on how hurling is an integral part of Irish life and how the love of hurling is alive inside every hurling player and fan,’’ he added.

Guinness came to the table a year after the Bank of Ireland — gaining approval on a 36-3 vote at a meeting of the Central Council on May 8, 1995. There had been a recommendation the previous year to accept a sponsorship deal from an unnamed drinks company, but this was controversially defeated on the casting vote of the then President Peter Quinn.

Over the first five years, the company spent €8,75m in direct sponsorship and indirectly through promotion. And, over the next five years their total spend was €10m. It coincided with a significant increase in attendance figures and massive television coverage (starting from a low of just three ‘live’ games in 1994). Overall, it’s estimated that they will have spent close to €25m. on the sponsorship by the end of the year.

*Meanwhile, GAA President Nickey Brennan has made an appeal to hurlers to hold their helmets in their hands during pre-match parades. While there is obviously no problem about their use, invariably players were photographed with them ‘on.’ And, this was a particular problem where helmets incorporated facial guards.

“I want to see our hurlers instantly recognisable, the same as other sportsmen in the country.” he commented.