McKenna: EU to force Guinness out

THE European Union — not the GAA — is more likely to provoke the end of Guinness’ sponsorship links with the association, according to stadium and commercial director Peter McKenna.

In his first extensive interview since extending his Croke Park brief to the commercial department in September, McKenna revealed there are no plans to ditch the brewers as a backer of the All-Ireland senior hurling championship or alter the associate sponsorship model of the two marquee competitions. He believes it is “inevitable” the ban on alcohol sponsorship and branding in France will extend to all countries. However, McKenna dismissed speculation there is pressure on Guinness, whose current SHC deal has elapsed, as a GAA sponsor.

“No, I don’t think so. The whole of Diageo have been a very, very strong partner of the association. The advertising and marketing campaigns they have put behind hurling over the last 10 and more years have been extraordinary and very creative. “All of that has helped to lift the game to a very high level in the public’s imagination and mind’s share. They have invested heavy in that and we have seen the benefits no doubt.”