Dublin GAA have stepped into the debate on alcohol and sport but in a way that might not have been expected.
They have signed a three year sponsorship deal with Bavaria 0.0% non-alcoholic beer. It is certainly believed to be the largest non-alcoholic beer sponsorship agreement to be signed in Ireland and comes at a time when the debate over alcohol in society and alcohol in sport is at a higher pitch than ever before
The deal was negotiated by the Rye River Brewing Company who distribute Bavaria 0.0% in Ireland.
In a statement issued yesterday the company claimed that “This partnership has the ability to make huge waves in how we consume alcohol responsibly taking the conversation away from minimum pricing and ‘alcohol sponsorship’ and rising above it.”
“We are delighted to be working with the team from the Rye River Brewing Company and with Bavaria 0.0%,” said Tomás Quinn, Commercial and Marketing Manager for Dublin GAA
“The health and well-being of our teams and our fans, especially our young and impressionable fans, is extremely important to us.”
“The opportunity to actively lead change in thinking and in practice has always been a part of the Dublin GAA. It was a no-brainer for us to partner with Bavaria 0.0% and we look forward to building a relationship which promotes not only sports but follows through with the health and education of our teams and our fans.”
Non-alcoholic beer is the fastest growing beer category in the world, with Global sales of more than 25 million hectolitres. In the past 5 years, the Western European non-alcoholic beer market has grown by 53%. Bavaria 0.0% Original is a 100% non-alcoholic pilsner and is brewed with the best natural ingredients.
“This is a fantastic opportunity for us and our chance to lead the way on how Irish society thinks about alcohol,” added Pamela Ryder, Head of Marketing for the Rye River Brewing Company.
“This partnership gives us a terrific platform to make changes and influence our culture and our children’s view of alcohol and how it should be consumed.”
“Being a leader in the brewing industry in Ireland and a part of a conscientious society, we believe it is our responsibility to work with organisations such as the GAA to help educate children, young adults and the wider legal drinking age consumer on the effects of irresponsible consumption of alcohol and its effects on leading a healthy active life, especially in their enjoyment and participate in sports.”
Dublin Captain Brian Cullen famously suggested after winning the All Ireland Championship in 2011 that “We’ll see you all in Copper’s later.”
We do not know whether Bavaria is on the menu yet at Dublin GAA’s favourite nightclub but the deal has already prompted unease from those who are critics of the link between alcohol and sport.
Former GAA President Mick Loftus has expressed his “strong reservations about any association with a drinks company.”
Care will need to be taken that the right message around elite sport through to grassroots and how alcohol needs to be treated among adults and in the eyes of children.
The picture above taken from Copper Face Jacks last month is indicative of how celebration and alcohol remain closely tied and it could be a breakthrough id Dublin now lead the way in terms of a potential alternative to a ‘night on the lash.
