GAA beats downturn byre-signing big brands

GUINNESS and Etihad Airways have signed up to remain as associate sponsors of the All-Ireland senior hurling championship for 2012.

The GAA’s stadium and commercial director Peter McKenna confirmed the companies will again join Centra as a backer of the competition after their previous contracts had elapsed at the end of the 2011 campaign. However, McKenna intimated this could be Guinness’ last season sponsoring the hurling championship in its current guise after 18 years of association.

“Guinness are there for 2012 and we’re very happy with that. They’re on board for the year and are looking at taking a new direction. We will use that time to see how we can come back together in a new environment but there is no immediate pressure. Etihad are staying with us and we’ll be looking at widening the exposure of their brand in the GAA. It means all our existing championship sponsors are with us for 2012, which is very positive considering it’s such a different market out there. It proves that they see great value in the association product.”