Guinness has decided not to renew its long-term sponsorship of the All-Ireland SHC.

The brewing giant has become synonymous with the small-ball code over the course of an 18-year sponsorship deal but - with the Government considering a move to ban alcohol companies from sponsoring Irish sport - today's Irish Sun broke the news that Guinness jumped before it was pushed.

A replacement headline sponsor has already been lined up. The identity of the new sponsor, which will work in conjunction with Etihad Airway and Centra, will be officially unveiled on Tuesday.

Guinness became official sponsor of the hurling championship in 1995 and has been one of the multiple sponsors since 2008. Last year, a new deal worth €1.5m per year was agreed.

To soften the blow, the GAA and Guinness have put a new agreement in place which sees Guinness become 'Proud Partner' to both the GAA and Croke Park Stadium.

The arrangement will provide opportunities for the GAA, Croke Park and Guinness to innovate together on new business and marketing collaborations. Tweet

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