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An Bord Bia was today named as a replacement sponsor for the 2006 Ryder Cup at the K-Club in Kildare after the troubled national airline Aer Lingus was forced to withdraw from its commitment.
John McGrath, Marketing Director of the Irish Food Board, spoke of the company’s delight at the opportunity to be involved in such a prestige sporting event:
"We’re delighted to be involved, it’s unfortunate for Aer Lingus they are not able to continue but sponsoring the Ryder Cup offers us an excellent platform to get the message across to a global audience that Ireland is home to high quality food and drink products."
McGrath explained this was a "win, win situation" for An Bord Bia when trying to develop export markets for Irish food and drink companies.
"We have effectively stepped into Aer Lingus’ shoes and are now involved with probably the third largest sporting event in the world outside of the World Cup and the Olympics," said McGrath.
Padraig Harrington was at the forefront of all Aer Lingus advertising for the Ryder Cup and it remains to be seen if the world number 10 will assume a similar marketing role with one of the other official partners sponsoring the event.
After the foreign exchange trader who allegedly defrauded the Allied Irish Bank (AIB) of €860 million, Jim Kelly, Sponsorship Manager AIB, said their position remains unchanged for the Ryder Cup:
"AIB welcomes the announcement that Bord Bia is to become its new sponsorship partner for the Ryder Cup 2006. We fully appreciate Aer Lingus' partnership over the past number of years and now look forward to working with Bord Bia and the existing partners in bringing the Ryder Cup Matches 2006 to Ireland"."
An Bord Bia joins Waterford Crystal, AIB and Bord Failte as the official partners of the tournament.