The future of alcohol sponsorship within sport appears to have been given at least a stay of execution with the matter being passed to the office of an Taoiseach and a decision now not expected for another 12 months at least.
It had been thought that a decision on banning such sponsorship or direct involvement with sport might have been taken as early as last month.
It appears though that arguments on the need to have an alternative mechanism in place to cushion the financial impact of such a loss have been heard.
The question of why sport was being singled out but not music, the arts or general advertising was also one that received some traction within the decision making process.
Irish soccer fans travelling to Cologne for tonight’s World Cup qualifier were advised earlier this week on the FAI website of four Irish pubs in the city that were offering discounts.
It could be argued by some that this was only increasing the likelihood of drinking while on tour but the reality is that this is going to happen anyway and having a core group of locations makes it more likely that fans will gather together peacefully and that the evening will pass off smoothly.
In rugby, the Guinness series of Autumn internationals has been slower to sell out than would previously have been the case but online marketing campaigns have seen a boost for the less popular Samoa game, and the sport as a whole will be lifted by a significant outdoor advertising campaign, featuring Guinness Rugby imagery that will be seen on 200 locations around the country in the coming weeks.
It is this promotion of sport to a mass market and general audience through alcohol companies that is one of the most important elements of the association between the two sides.
The irony of the legislation that was being advocated was that the alcohol companies, as is their right as legal trading entities, would be able to continue advertising their products, most likely even still using sporting language and themes that are part of regular discourse, but with no direct link or financial contribution to them.
You can follow the chronology of the debate on the question of Alcohol and Sport, our seven stage analysis of recommendations put forward as to future actions, and review the suggestions put forward by Sport for Business by clicking here.
How much of Ireland’s international image is tied to drinking ? Sport for Business will host a special seminar on Sports Tourism at the GAA Museum in Croke Park on November 7th. Click here if you would like to join us for the morning of debate and delivery of ideas in this important economic area where sport has a vital role.
Sports Analytics Round Table – Oct 24
Sports Tourism Seminar – Nov 07
Irish Sponsorship Awards
Sports Philanthropy Round Table
Youth Sports Conference
Sport for Business 20/20 for 2015 – Oct 07 2014
