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Very charming and interesting print of a smiling Irish soldier with a pipe in his mouth on his way to the front during WW1.Over 200,000 Irishmen served with the British Armed Forces in WW1 with more than 50,000 fatalities .The song Its a long long way to Tipperary became the song of the War with even the Germans singing a translated version in their own trenches after Count John McCormack recorded the definitive version in 1914.This print hung in a pub in Tipperary owned by an old woman whose father and two uncles were all killed during the carnage of the First World War. Cahir Co Tipperary 52cm x 42cm
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35cm x 50cm Limerick
loody Sunday, 21st November 1920
In 1920 the War of Independence was ongoing in Ireland.
On the morning of November 21st, an elite assassination unit known as ‘The Squad’ mounted an operation planned by Michael Collins, Director of Intelligence of the Irish Republican Army (IRA). Their orders were clear – they were to take out the backbone of the British Intelligence network in Ireland, specifically a group of officers known as ‘The Cairo Gang’. The shootings took place in and around Dublin’s south inner city and resulted in fourteen deaths, including six intelligence agents and two members of the British Auxiliary Force. Later that afternoon, Dublin were scheduled to play Tipperary in a one-off challenge match at Croke Park, the proceeds of which were in aid of the Republican Prisoners Dependents Fund. Tensions were high in Dublin due to fears of a reprisal by Crown forces following the assassinations. Despite this a crowd of almost 10,000 gathered in Croke Park. Throw-in was scheduled for 2.45pm, but it did not start until 3.15pm as crowd congestion caused a delay.Dublin Team, Bloody Sunday 1920Tipperary Team, Bloody Sunday 1920Michael Hogan -
Bridget Breens was a renowned public house in the North Tipperary market town of Roscrea.Bridget had a grocery, wine and spirit store on Rosemary St in the town and bottled her own beers and whiskey. Origins ; Roscrea Co Tipperary. Dimensions : 25cm x 35cm Glazed Arthur Guinness started brewing ales in 1759 at the St James Gate Brewery,Dublin.On 31st December 1759 he signed a 9,000 year lease at £45 per annum for the unused brewery.Ten years later, on 19 May 1769, Guinness first exported his ale: he shipped six-and-a-half barrels to Great Britain before he started selling the dark beer porter in 1778. The first Guinness beers to use the term were Single Stout and Double Stout in the 1840s.Throughout the bulk of its history, Guinness produced only three variations of a single beer type: porter or single stout, double or extra and foreign stout for export. “Stout” originally referred to a beer’s strength, but eventually shifted meaning toward body and colour.Porter was also referred to as “plain”, as mentioned in the famous refrain of Flann O’Brien‘s poem “The Workman’s Friend”: “A pint of plain is your only man.” Already one of the top-three British and Irish brewers, Guinness’s sales soared from 350,000 barrels in 1868 to 779,000 barrels in 1876.In October 1886 Guinness became a public company, and was averaging sales of 1,138,000 barrels a year. This was despite the brewery’s refusal to either advertise or offer its beer at a discount. Even though Guinness owned no public houses, the company was valued at £6 million and shares were twenty times oversubscribed, with share prices rising to a 60 per cent premium on the first day of trading. The breweries pioneered several quality control efforts. The brewery hired the statistician William Sealy Gosset in 1899, who achieved lasting fame under the pseudonym “Student” for techniques developed for Guinness, particularly Student’s t-distribution and the even more commonly known Student’s t-test. By 1900 the brewery was operating unparalleled welfare schemes for its 5,000 employees. By 1907 the welfare schemes were costing the brewery £40,000 a year, which was one-fifth of the total wages bill. The improvements were suggested and supervised by Sir John Lumsden. By 1914, Guinness was producing 2,652,000 barrels of beer a year, which was more than double that of its nearest competitor Bass, and was supplying more than 10 per cent of the total UK beer market. In the 1930s, Guinness became the seventh largest company in the world. Before 1939, if a Guinness brewer wished to marry a Catholic, his resignation was requested. According to Thomas Molloy, writing in the Irish Independent, “It had no qualms about selling drink to Catholics but it did everything it could to avoid employing them until the 1960s.” Guinness thought they brewed their last porter in 1973. In the 1970s, following declining sales, the decision was taken to make Guinness Extra Stout more “drinkable”. The gravity was subsequently reduced, and the brand was relaunched in 1981. Pale malt was used for the first time, and isomerized hop extract began to be used. In 2014, two new porters were introduced: West Indies Porter and Dublin Porter. Guinness acquired the Distillers Company in 1986.This led to a scandal and criminal trialconcerning the artificial inflation of the Guinness share price during the takeover bid engineered by the chairman, Ernest Saunders. A subsequent £5.2 million success fee paid to an American lawyer and Guinness director, Tom Ward, was the subject of the case Guinness plc v Saunders, in which the House of Lords declared that the payment had been invalid. In the 1980s, as the IRA’s bombing campaign spread to London and the rest of Britain, Guinness considered scrapping the Harp as its logo. The company merged with Grand Metropolitan in 1997 to form Diageo. Due to controversy over the merger, the company was maintained as a separate entity within Diageo and has retained the rights to the product and all associated trademarks of Guinness.
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Fantastic offset framed Bulmers Irish Cider advertising showcard of the cider company's current sponsorship of the blue riband of National Hunt Steeplechasing,the Cheltenham Gold Cup .The showcard features 3 of the main protagonists of the 2020 event, with the famous green and gold silks of JP McManus to the forefront.50cm x 57cm LimerickWhile the brand of cider produced locally in County Tipperarymay be known as Bulmers to the people of the Irish republic, it is referred to as Magners everywhere in the world. Established in 1935 by a local from the town of Clonmel named William Magner, the cider factory there was later bought out by cider-makers H. P. Bulmer in 1946.After buying an orchard in County Tipperary, William Magner began to produce his own Irish cider in the mid-1930s. In 1937, he teamed up with the well-established H.P. Bulmer company from England, acquiring the right to produce under the Bulmers name in Ireland, and the brand became more widespread. Following almost ten successful years in partnership, Magner decided to sell his remaining fifty percent stake to his colleagues, seeing the factory become known as Bulmers Ltd Clonmel.
Unfortunately for H.P. Bulmer, it wasn’t long before the company again changed hands. Coming out on the losing end of a legal dispute with the creators of Babycham sparkling perry over a competing product, they were forced to sell Bulmers Clonmel during the 1960s. Having become part of the C&C Group – a soft drinks and cider company then jointly owned by Guinness and Allied Breweries – production of Irish Bulmers was moved five years later to a modern complex at Annerville, outside Clonmel.
With the Tipperary cider greatly exceeding sales expectations in Ireland, the C&C Group sought during the late 1990s to sell it outside of its home country, particularly in the burgeoning international Irish bar market. But as H.P. Bulmer still owned the rights to that name everywhere other than Ireland, they decided to call the brand after its original owner when exporting it – bringing Magners Irish cider first to Spain, then to Germanyand the UK. In spite of the the differing name, the two products are identical.
Still produced at Annerville, today Irish Bulmers and Magners are made from 17 different kinds of apples, left to ferment and mature for up to two years. Continuing to grow in popularity, the cider can now be found in bars throughout Europe, Asia, North America, Australia and New Zealand.
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A lovely little Bulmers moment here with its brightly coloured,ubiquitous Woodpecker ornament ( made from ceramic) Origins :Co Tipperary Dimensions: 20cm x 10cm x 10cmWhile the brand of cider produced locally in County Tipperary may be known as Bulmers to the people of the Irish republic, it is referred to as Magners everywhere in the world. Established in 1935 by a local from the town of Clonmel named William Magner, the cider factory there was later bought out by cider-makers H. P. Bulmer in 1946 After buying an orchard in County Tipperary, William Magner began to produce his own Irish cider in the mid-1930s. In 1937, he teamed up with the well-established H.P. Bulmer company from England, acquiring the right to produce under the Bulmers name in Ireland, and the brand became more widespread. Following almost ten successful years in partnership, Magner decided to sell his remaining fifty percent stake to his colleagues, seeing the factory become known as Bulmers Ltd Clonmel.
Unfortunately for H.P. Bulmer, it wasn’t long before the company again changed hands. Coming out on the losing end of a legal dispute with the creators of Babycham sparkling perry over a competing product, they were forced to sell Bulmers Clonmel during the 1960s. Having become part of the C&C Group – a soft drinks and cider company then jointly owned by Guinness and Allied Breweries – production of Irish Bulmers was moved five years later to a modern complex at Annerville, outside Clonmel.
With the Tipperary cider greatly exceeding sales expectations in Ireland, the C&C Group sought during the late 1990s to sell it outside of its home country, particularly in the burgeoning international Irish bar market. But as H.P. Bulmer still owned the rights to that name everywhere other than Ireland, they decided to call the brand after its original owner when exporting it – bringing Magners Irish cider first to Spain, then to Germanyand the UK. In spite of the the differing name, the two products are identical.
Still produced at Annerville, today Irish Bulmers and Magners are made from 17 different kinds of apples, left to ferment and mature for up to two years. Continuing to grow in popularity, the cider can now be found in bars throughout Europe, Asia, North America, Australia and New Zealand.
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35cm x 45cm Cashel Co Tipperary Classic photograph depicting the physicality of the game of Hurling,Irelands national obsession as the ash Hurley is broken in two after colliding with the opposing players helmet as traditional rivals Clare and Tipperary battle for supremacy at Semple Stadium Thurles.
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Daniel Breen (11 August 1894 – 27 December 1969) was a volunteer in the Irish Republican Armyduring the Irish War of Independence and the Irish Civil War. In later years he was a Fianna Fáil politician.
Background
Dan Breen was born in Grange, Donohill parish, County Tipperary. His father died when Breen was six, leaving the family very poor. He was educated locally, before becoming a plasterer and later a linesman on the Great Southern Railways.Irish Revolutionary Period
War of Independence
Breen was sworn into the Irish Republican Brotherhood in 1912 and the Irish Volunteers in 1914. On 21 January 1919, the day the First Dáil met in Dublin, Breen—who described himself as "a soldier first and foremost"—took part in the Soloheadbeg Ambush.The ambush party of eight men, nominally led by Séumas Robinson, attacked two Royal Irish Constabulary men who were escorting explosives to a quarry. The two policemen, James McDonnell and Patrick O’Connell, were fatally shot during the incident. The ambush is considered to be the first incident of the Irish War of Independence. Breen later recalled:"...we took the action deliberately, having thought over the matter and talked it over between us. [Seán] Treacyhad stated to me that the only way of starting a war was to kill someone, and we wanted to start a war, so we intended to kill some of the police whom we looked upon as the foremost and most important branch of the enemy forces ... The only regret that we had following the ambush was that there were only two policemen in it, instead of the six we had expected..."
During the conflict, the British put a £1,000 price on Breen's head, which was later raised to £10,000.He quickly established himself as a leader within the Irish Republican Army (IRA). He was known for his courage. On 13 May 1919, he helped rescue his comrade Seán Hogan at gunpoint from a heavily guarded train at Knocklong station in County Limerick. Breen, who was wounded, remembered how the battalion was "vehemently denounced as a cold-blooded assassins" and roundly condemned by the Catholic Church. After the fight, Seán Treacy, Séumas Robinson and Breen met Michael Collins in Dublin, where they were told to escape from the area. They agreed they would "fight it out, of course". Breen and Treacy shot their way out through a British military cordon in the northern suburb of Drumcondra (Fernside). They escaped, only for Treacy to be killed the next day. Breen was shot at least four times, twice in the lung. The British reaction was to make Tipperary a 'Special Military Area', with curfews and travel permits. Volunteer GHQ authorised enterprising attacks on barracks. Richard Mulcahy noted that British policy had "pushed rather turbulent spirits such as Breen and Treacy into the Dublin area". The inculcation of the principles of guerrilla warfare was to become an essential part of all training. They joined Collins' Squad of assassins, later known as the Dublin Guard, when Tipperary became "too hot for them". and Dublin was the centre of the war. Breen was present in December 1919 at the ambush in Ashtown beside Phoenix Park in Dublin where Martin Savage was killed while trying to assassinate the Lord Lieutenant of Ireland, Viscount French. The IRA men hid behind hedges and a dungheap as the convoy of vehicles came past. They had been instructed to ignore the first car, but this contained their target, Lord French. Their roadblock failed as a policeman removed the horse and cart intended to stop the car. Breen rejected the Anglo-Irish Treaty, which made him, like many others, angry and embittered:I would never have handled a gun or fired a shot… to obtain this Treaty… writing on the second anniversary of Martin Savage's death, do you suppose that he sacrificed his life in attempting to kill one British Governor-General to make room for another British Governor-General?
Regarding the continued existence of Northern Ireland from 1922, and an inevitable further war to conquer it to create a united Ireland, Breen commented:- "To me, a united Ireland of two million people would be preferable to an Ireland of four and a half million divided into three or four factions".
Irish Civil War
Breen was elected to Dáil Éireann at the 1923 general election as a Republican anti-Treaty Teachta Dála (TD) for the Tipperary constituency.Following the Anglo-Irish Treaty, Breen joined the Anti-Treaty IRA in the Civil War, fighting against those of his former comrades in arms who supported the Treaty. He was arrested by the National Army of the Irish Free State and interned at Limerick Prison. He spent two months there before going on hunger strike for six days, followed by a thirst strike of six days. Breen was released after he signed a document pleading to desist from attacking the Free State. Breen wrote a best-selling account of his guerrilla days, My Fight for Irish Freedom, in 1924, later republished by Rena Dardis and Anvil Press.Politics
Fianna Fáil TD
Breen represented Tipperary from the Fourth Dáil in 1923 as a Republican with Éamon de Valera and Frank Aiken.He was the first anti-Treaty TD to take his seat, in 1927. Standing as an Independent Republican he was defeated in the June 1927 general election. Thereafter Breen travelled to the United States, where he opened a speakeasy. He returned to Ireland in 1932 following the death of his mother,and regained his seat as a member of Fianna Fáil in the Dáil at that year's general election. He represented his Tipperary constituency without a break until his retirement at the 1965 election.Political views
Breen supported the Republican side during the Spanish Civil War. During World War II, he was said to hold largely pro-Axis views, with admiration for Erwin Rommel.When the fascist political party Ailtirí na hAiséirghe failed to win any seats in the 1944 Irish general election, he remarked that he was sorry that the party had not done better, as he had studied their programme and found a lot to commend. In 1946, Breen became secretary of the Save the German Children Society. He attended the funeral of Nazi spy Hermann Gortz on 27 May 1947.Irish-American John S. Monagan visited Breen in 1948, and was surprised to see two pictures of Adolf Hitler, a medallion of Napoleon and a Telefunken radio. Breen told him "the revolution didn't work out," and "to get the government they have now, I wouldn't have lost a night's sleep." He also said that he fought for freedom, but not for democracy.In 1943, Breen sent his "congratulations to the Führer. May he live long to lead Europe on the road to peace, security and happiness". After the end of World War II in Europe, the German Legation in Dublin was taken over by diplomats from the USA in May 1945, and ".. they found a recent letter from Breen asking the German minister to forward his birthday wishes to the Führer, just days before Hitler committed suicide." Breen was co-chairman of the anti-Vietnam War organisation "Irish Voice on Vietnam".Personal life
Breen was married on 12 June 1921, during the War of Independence, to Brigid Malone, a Dublin Cumann na mBan woman and sister of Lieutenant Michael Malone who was killed in action at the Battle of Mount Street Bridge during the 1916 Rising. They had met in Dublin when she helped to nurse him while he was recovering from a bullet wound. Seán Hogan was best man, and the bride's sister Aine Malone was the bridesmaid. Photographs of the wedding celebrations taken by 5th Battalion intelligence officer Séan Sharkey are published in The Tipperary Third Brigade a photographic record. Breen was, at the time, one of the most wanted men in Ireland, and South Tipperary was under martial law, yet a large celebration was held. The wedding took place at Purcell's, "Glenagat House", New Inn, County Tipperary. Many of the key members of the Third Tipperary Brigade attended, including flying column leaders Dinny Lacey and Hogan. Breen was the brother in-law of Commandant Theobald Wolfe Tone FitzGerald, the painter of the Irish Republic Flag that flew over the GPO during the Easter Rising in 1916. The Breens had two children, Donal and Granya. Breen was an atheist.Death
Breen died in Dublin in 1969, aged 75, and was buried in Donohill, near his birthplace. His funeral was the largest seen in west Tipperary since that of his close friend and comrade-in-arms, Seán Treacy, at Kilfeacle in October 1920. An estimated attendance of 10,000 mourners assembled in the tiny hamlet, giving ample testimony to the esteem in which he was held. Breen was the subject of a 2007 biography, Dan Breen and the IRA by Joe Ambrose.In popular culture
Breen is mentioned in the Irish folk ballad "The Galtee Mountain Boy", along with Seán Moylan, Dinny Lacey, and Seán Hogan. The song, written by Patsy Halloran, recalls some of the travels of a "Flying column" from Tipperary as they fought during the Irish War of Independence, and later against the pro-Treaty side during the Irish Civil War. The trophy for the Tipperary Senior Hurling Championship is named after him. -
45cm x 30cm Thurles Co Tipperary Classic commentary quote from the great Micheal O'Muircheartaigh. Micheal Ó Muircheartaigh (born 20 August 1930) is an Irish Gaelic games commentator for the Irish national radio and television, RTÉ. In a career that has spanned six decades he has come to be regarded as the "voice of Gaelic games." His prolific career has earned him a place in Guinness World Records Mícheál Ó Muircheartaigh was born in Dún Síon just outside Dingle, County Kerry in 1930.Ó Muircheartaigh grew up on the family farm and was educated locally in Dingle. In September 1945 he began studying at Coláiste Íosagáin in Baile Bhúirne in the County Cork Gaeltacht where he was in training to be a teacher. It was at this all-Irish school that his name changed from Michael Moriarty to the Irish version Mícheál Ó Muircheartaigh. In September 1948 he began the final year of his teacher training at St Patrick's College of Education in Drumcondra, Dublin.
Broadcasting career
In early March 1949 Ó Muircheartaigh, along with ten other students from the college, and several from other colleges, did a test commentary on a hurling game at Croke Park. Each student had to commentate for five minutes in Irish and the most successful would be selected for further commentary work. Ó Muircheartaigh had never seen a game of hurling before in his life. But he knew that those adjudicators judging his commentary were not able to see the game:'Twas a new game to me. But I knew one person. He was in goal for UCD and his name was Tadhg Hurley. He went to school in Dingle and he had hurling because his father was a bank manager and had spent time in Tipperary or Cork. The moment my minute started, he was saving a fantastic shot. And he cleared it away out, I can still see it, out over the sideline, Cusack Stand side of the field, eighty yards out. But it was deflected out by a member of the opposition. The adjudicators couldn't see that that didn't happen. Who was called out to take the line-ball? The only person I knew, Tadhg Hurley. And he took a beautiful line-ball - Christy Ring never took better. He landed it down in front of the Railway goal, there was a dreadful foul on the full-forward, and there was a penalty. And who was called up to take the penalty? Tadhg Hurley. 'Twas the best individual display ever seen in Croke Park. It took him at least a minute to come from the Canal goal up. And while he was coming up I spoke about his brother Bob, who was in Donal's class, and his sister who used to come out to Dún Síon strand during the summer. So eventually he took the penalty. I've seen DJ Carey, I've seen Nicky Rackard, I've seen Christy Ring. None of them could ever equal the display he gave that day... Sin mar a thosaigh sé!
Ó Muircheartaigh was the one selected and his first assignment was to provide an all-Irish commentary on the 1949 Railway Cup final on St. Patrick's Day. He graduated from St. Patrick's College a little later and also completed a Bachelor of Arts degree from University College Dublin. He taught economics, accountancy and Irish in both primary and secondary schools throughout Dublin, the majority of which were run by the Christian Brothers. He continued teaching up until the 1980s, when he became a full-time broadcaster with Raidió Teilifís Éireann. For the early part of his broadcasting career Ó Muircheartaigh commentated on Minor GAA matches, in the Irish language. He also replaced the legendary Micheál O'Hehir when he was not available to commentate. Eventually when O'Hehir was forced to retire in the mid-1980s Ó Muircheartaigh took over as the station's premier radio commentator. He developed his own inimitable style of commentary and his accent is unmistakably that of a native Irish speaker. He is a true lover of Gaelic Athletic Association and it is reflected in the enthusiasm he brings to matches. His unusual turn of phrase has made him a much loved broadcaster and often imitated character. He has become particularly famous in Ireland for his unusual turns of phrase in the heat of the moment while commentating. Today he commentates on RTÉ Radio 1. In 2004 he published his autobiography, 'From Dún Sion to Croke Park'. Ó Muircheartaigh's commentaries for RTÉ Radio 1's Sunday Sport show won him a Jacob's Award in 1992. He was also the Parade Grand Marshal for the 2007 St. Patrick's Festival, having been given the honour by the chairman of the Festival in recognition and appreciation of his unique contribution to Irish culture. He will be the Parade Grand Marshal for the 2011 St. Patrick's Parade in Toronto, Ontario, Canada, also in recognition and appreciation of his unique contribution to Irish culture. On 16 September 2010 he announced his retirement from broadcasting. The last All-Ireland he commentated on was the 2010 All-Ireland Senior Football Championship Final on 19 September 2010.On 29 October 2010 it was announced that the 2nd International Rules test at Croke Park would be Ó Muircheartaigh's final broadcast as commentator on RTÉ Radio 1. On 30 October 2010 Micheál commentated his final commentary alongside RTÉ's pundit and former Meath footballer Bernard Flynn. He is contracted to officiate at the 2011–12 Volvo Ocean Race finish in Galway when he will commentate on the finish to the round the world race, to give it a uniquely Irish conclusion. Sailing has been a long time hobby of O Muircheartaigh. Ó Muircheartaigh writes a weekly sports column for Foinse, the Irish-language newspaper free with the Irish Independent each Wednesday. Ó Muircheartaigh was invited to read out a piece in Irish and in English at an event called "Laochra" in Croke Park on 24 April 2016 to commemorate the 100th anniversary of the Easter Rising.Other media
He is the main commentator in the 2005 video game Gaelic Games: Football for the PlayStation 2 and its 2007 sequel He was featured in the video "Mícheál Ó Muircheartaigh - Making a ham sandwich" which was posted on a Reddit forum, noting his "relaxing" voice.Honours
Mícheál was awarded an honorary doctorate by NUI Galway in 1999 for his lifetime service to broadcasting. -
Great portrait of Tipperary Hurling Legend Tom Semple of Thurles 47cm x 24cm Thurles Co Tipperary Thomas Semple (8 April 1879 – 11 April 1943) was an Irish hurler who played as a half-forward for the Tipperary senior team. Semple joined the panel during the 1897 championship and eventually became a regular member of the starting seventeen until his retirement after the 1909 championship. During that time he won three All-Ireland medals and four Munster medals. An All-Ireland runner-up on one occasion, Semple captained the team to the All-Ireland title in 1906 and in 1908. At club level Semple was a six-time county club championship medalist with Thurles. Semple played his club hurling with the local club in Thurles, the precursor to the famous Sarsfield's club. He rose through the club and served as captain of the team for almost a decade. In 1904 Semple won his first championship medal following a walkover from Lahorna De Wets. Thurles failed to retain their title, however, the team returned to the championship decider once again in 1906. A 4-11 to 3-6 defeat of Lahorna De Wets gave Semple his second championship medal as captain. It was the first of four successive championships for Thurles as subsequent defeats of Lahorna De Wets, Glengoole and Racecourse/Grangemockler brought Semple's medal tally to five. Five-in-a-row proved beyond Thurles, however, Semple's team reached the final for the sixth time in eight seasons in 1911. A 4-5 to 1-0 trouncing of Toomevara gave Semple his sixth and final championship medal as captain.
Inter-county
Tipperary Hurling Team outside Clonmel railway station, August 26, 1910. Semple is in the centre of the middle row. -
Huge Guinness All Ireland Hurling championship unframed advertisement from the first year of sponsorship in 1995. 38cm wide x 150cm long . It was not until 1994 that the GAA decided that the football championship would benefit from bringing on a title sponsor in Bank of Ireland. Although an equivalent offer had been on the table for the hurling championship, Central Council pushed the plate away.Though the name of the potential sponsor wasn’t explicitly made public, everyone knew it was Guinness. More to the point, everyone knew why Central Council wouldn’t bite. As Mulvihill himself noted in his report to Congress, the offer was declined on the basis that “Central Council did not want an alcoholic drinks company associated with a major GAA competition”. As it turned out, Central Council had been deadlocked on the issue and it was the casting vote of then president Peter Quinn that put the kibosh on a deal with Guinness. Mulvihill’s disappointment was far from hidden, since he saw the wider damage caused by turning up the GAA nose at Guinness’s advances. “The unfortunate aspect of the situation,” he wrote, “is that hurling needs support on the promotion of the game much more than football.” Though it took the point of a bayonet to make them go for it, the GAA submitted in the end and on the day after the league final in 1995 , a three-year partnership with Guinness was announced. The deal would be worth £1 million a year, with half going to the sport and half going to the competition in the shape of marketing. That last bit was key. Guinness came up with a marketing campaign that fairly scorched across the general consciousness. Billboards screeched out slogans that feel almost corny at this remove but made a huge impact at the same time . This man can level whole counties in one second flat. This man can reach speeds of 100mph. This man can break hearts at 70 yards Its been Hell for Leather. Of course, all the marketing in the world can only do so much. Without a story to go alongside, the Guinness campaign might be forgotten now – or worse, remembered as an overblown blast of hot air dreamed up in some modish ad agency above in Dublin.Until the Clare hurlers came along and changed everything." Malachy Clerkin Irish Times GAA Correspondent The All Ireland Senior Hurling Championship, known simply as the All-Ireland Championship, is an annual inter-county hurling competition organised by the Gaelic Athletic Association (GAA). It is the highest inter-county hurling competition in Ireland, and has been contested every year except one since 1887. The final, currently held on the third Sunday in August, is the culmination of a series of games played during July and August, with the winning team receiving the Liam MacCarthy Cup. The All-Ireland Championship has always been played on a straight knockout basis whereby once a team loses they are eliminated from the championship. The qualification procedures for the championship have changed several times throughout its history. Currently, qualification is limited to teams competing in the Leinster Championship, the Munster Championship and the two finalists in the Joe McDonagh Cup. Twelve teams currently participate in the All-Ireland Championship, with the most successful teams coming from the provinces of Leinster and Munster. Kilkenny, Cork and Tipperary are considered "the big three" of hurling. They have won 94 championships between them. The title has been won by 13 different teams, 10 of whom have won the title more than once. The all-time record-holders are Kilkenny, who have won the championship on 36 occasions. Tipperary are the current champions. The All-Ireland Senior Hurling Championship final was listed in second place by CNN in its "10 sporting events you have to see live", after the Olympic Games. After covering the 1959 All-Ireland Senior Hurling Championship Final between Kilkenny and Waterford for BBC Television, English commentator Kenneth Wolstenholme was moved to describe hurling as his second favourite sport in the world after his first love, soccer. Alex Ferguson used footage of an All-Ireland Senior Hurling Championship final in an attempt to motivate his players during his time as manager of Premier League soccer outfit Manchester United; the players winced at the standard of physicality and intensity in which the hurlers were engaged. Since 1995 the All Ireland Hurling Championship has been sponsored. The sponsor has usually been able to determine the championship's sponsorship name.
Period Sponsor(s) Name 1887−1994 No main sponsor The All-Ireland Championship 1995−2007 Guinness
The Guinness Hurling Championship 2008−2009 RTÉ Sport,
Etihad Airways,
Guinness
The GAA Hurling All-Ireland Championship 2010−2012 Centra,
Etihad Airways,
Guinness
The GAA Hurling All-Ireland Championship 2013−2016 Centra,
Etihad Airways,
Liberty Insurance
The GAA Hurling All-Ireland Championship 2017−2019 Centra,
Littlewoods Ireland,
Bord Gáis Energy
The GAA Hurling All-Ireland Championship