Dr. Patrick Kenny:

Two issues arise in this regard. As I indicated, if minimum pricing were introduced, it would generate additional revenue. I understand a delegate who appeared before the joint committee last week provided a figure for this revenue. While some of it would go to retailers, some of it could also be levied to bridge a shortfall with sports bodies.

As to how sponsorship is priced, it is worth remembering that if a sport is not popular, the alcohol industry will not overpay to sponsor it, although it may pay a little more than other companies. The shortfall, therefore, will not be 100% but a smaller figure. The law of supply and demand applies and the marketplace will determine the price of sponsoring a sports event. If no one else is interested in sponsoring an event, the alcohol industry will not pay above the odds to sponsor it.