Diageo director Whelan stoutly defends continuing GAA deal

THE success of the Guinness partnership with the GAA over the past 13 years was one of the primary reasons for the company remaining as one of the three sponsors of the GAA All-Ireland senior hurling championship, according to Michael Whelan, Sponsorship Director of Diageo.

Speaking at yesterday’s formal launch in Croke Park, GAA President Nickey Brennan paid tribute to them for their unique brand of marketing, saying that they had played a key role in promoting the game over this period.

Mr Brennan also welcomed new sponsors, Etihad Airways, the national airline of the United Arab Emirates, and RTÉ, whom he described as a “very appropriate partner”.

In his formal address, Michael Whelan acknowledged that they were moving with the times.

“We are in this for two years and we are looking forward to continuing what we started with the GAA (in 1995). We believe that our involvement over those years has been very beneficial for the game of hurling and working with the other sponsors I am confident we will make it even better in the future,” he commented.

“As sponsors we have to understand and appreciate what hurling means to Irish people. If you do and if you get that right, then you have no problems going forward. From day one we recognised that and all our marketing initiatives have kept hurling at the heart of what we do. If you are talking about a formula for success, the other part of the equation is real partnership and we have had that with the GAA over the last 13 years.”

He said it had not been a difficult decision to stay involved in spite of losing their profile as title sponsor. “We knew the GAA were looking at other variants of it and they came up with this idea of being a category sponsor. That appeals to us as well. It changes us slightly, but it is still very attractive.

“If you stay true to hurling, then it will work and we’ll always do that. We won’t deviate from that. Hurling is too precious to mess around with. Basically, you stick with the principles and you can have some great initiatives. Over the years we have had some really good ones and hopefully we’ll have one or two more.”

Etihad’s Irish manager, Beatrice Cosgrove, said: “They are the perfect partner for us to try and give something back to the country that has supported us strongly since our launch last July. As an airline, we are all about connecting people and through this sponsorship we hope to help connect Irish people at home with the large Irish diaspora abroad — to the countries in the Middle East, to Australia and South East Asia.”

She revealed they have set up a dedicated hurling website (www.etihadhurling.com) to help people who were either keen supporters or curious about the game.

RTÉ’s Commercial Director, Geraldine O’Leary stated that their enhanced role in the GAA was an example of the kind of opportunities offered by a changing landscape.

“We share common values and a shared history, going back over 80 years to the days of 2RN,” she said, adding that they would take on the challenge of expanding the appeal of hurling in non-traditional areas.