GAA reaffirm stance on sponsorship packaging

GUINNESS’ long-standing association with the All-Ireland SHC ending next year remains a possibility as GAA commercial director Dermot Power has again refused to rule out packaging the All-Ireland championships.

It was reported last September that Croke Park was considering making their two under-age championships — minor and under-21 — available to prospective sponsors.

Were that to happen, Diageo-owned company Guinness, who have sponsored the SHC since 1995 and are signed up until the end of this season, would be ruled out as the GAA could not countenance an alcoholic beverage company backing their under-age competitions.