Bookies break new ground with sponsorship deal

Bookmakers Paddy Power have announced they will be sponsoring two players in the All-Ireland hurling semi-finals this Sunday who will have the company's brand name emblazened on their hurleys.

The bookies are keeping quiet about the players selected and are offering a unique betting service such as 66/1 on "any Paddy Power sponsored hurl to be broken in a clash with another Paddy Power sponsored hurl."

A company spokesman said: "We are delighted to support the players directly and reward them for providing unrivalled entertainment to fans the world over."