The GAA have announced that the Guinness sponsorship of the All-Ireland Hurling Championship is to be extended by a further two years after this year. Following negotiations, a rolling contract has been agreed, which will see Guinness sponsor the All Ireland Hurling Championships of 2005 and 2006.

The announcement was made in Croke Park on Thursday, 13 May, at the launch of the 2004 Guinness All Ireland Hurling Championship.

Present at the launch were the captains of many of the leading hurling counties, GAA officials and representatives from Guinness.

Speaking at the launch, Mr Brian Duffy, Managing Director, Diageo Ireland, said that he was delighted to announce the extension to the contract.

"Guinness has enjoyed a great relationship with the GAA since the sponsorship deal first came into operation in 1995 and we look forward to the partnership continuing well into the future."

President of the GAA Sean Kelly said: "The Championship began two weekends ago in Leinster and we are looking forward with great anticipation to what should be an exciting season. Hurling has enjoyed a new lease of life in the period since Guinness first became involved as sponsors and we are looking forward to once again working with them towards the promotion of the 2004 Hurling Championships.

There is no game in the world quite like hurling - the commitment, dedication and skill of our hurlers is unrivalled in any other code".

This is the 10th year of Guinness' involvement with the Hurling Championship. During that period the sponsorship has grown to become the top sports sponsorship in Ireland.

In ongoing independent research conducted by Amárach Consulting, the Guinness All-Ireland Senior Hurling Championship consistently scores as the No.1 sponsorship among Irish consumers across various measures including awareness and appeal tests.