The Dairy Council for Northern Ireland has today confirmed that it will not renew its title sponsorship of The Milk Cup tournament.
The decision follows a strategic review of the Dairy Council’s activities in Northern Ireland.
Chief Executive of the Dairy Council for Northern Ireland, Dr Mike Johnston, said:
“This was not an easy decision for us, but no sponsorship is permanent. The Milk Cup has been a hugely important and successful sponsorship for the Dairy Council since we became involved 30 years ago, but the market has evolved, and we need to ensure that our activities meet the needs of the Northern Ireland dairy industry.
Dr Johnston continued,
“The Dairy Council firmly remains committed to promoting milk. We have a 3 year programme in place through the European Milk Forum, and supported by 50% funding from the EU, to communicate the nutrient richness of milk to mothers of teenagers. And in addition, we have just appointed a Sports Nutritionist who will be going into post primary schools throughout Northern Ireland to tell teenagers about the importance of milk for sport and a healthy, active lifestyle. This is in addition to our Food and Fitness programme in primary schools and the Young Cook of the Year Competition in post primary schools. So we will continue to promote the importance of milk to a range of key target audiences, as well as other dairy products, in line with our strategic review.”
In wishing the Northern Ireland Youth Soccer Tournament every success in the future, Dr Johnston, added:
“One of the things that attracted us to the event in the early 1980s was the opportunity it provided for local lads to have the experience of playing against teams from other countries and cultures. At a time when Northern Ireland was in the grip of a dark period in its history, and amidst negative publicity in international media, it will always be a testament to the Tournament that teams from all over the world were prepared to come to Northern Ireland. And over the years, not only have local players benefited from The Milk Cup experience, but also many friendships have been established and have endured. In other words, the legacy of The Milk Cup will live on.”
Pictured: David Beckham receiving the Milk Cup trophy from Dairy Council Chairman Ronnie Farrell in 1991.