The GAA have threatened to terminate all commercial deals with bookmakers Paddy Power.  This would include evicting the company from its Croke Park corporate facility should such a move be legally feasible.

In response to the weekend controversy concerning the appearance of advertisements for the company on the hurls of three players in the All-Ireland semi-final between Cork and Wexford, GAA president Seán Kelly issued a stinging attack.

"There are a couple of things I want to emphasise," said Kelly, "and the first is that the main culprits in this matter are the company that has behaved in an unprofessional manner, engaging in ambush marketing for cheap publicity for themselves and showing scant regard for the other companies with official sponsorship links to the game.

"I am taking steps to cut all ties with them. I believe they have a box in Croke Park and am checking the legal situation with a view to telling them that they will not be welcome any more."

The bookmakers responded that the agreement governing the corporate boxes was a "separate issue". In a statement, spokesperson Paddy Power said: "We were somewhat bemused by Mr Kelly's comments, and would disagree with his contention that Paddy Power is taking advantage of the players and seeking to benefit through a 'cheap shot'.

"Paddy Power's commercial arrangement with the GAA with regards to its corporate box in Croke Park is a completely separate relationship.

"We see absolutely no basis for Mr Kelly to seek our removal from our Croke Park box, for which we have a three-year lease. Paddy Power will continue to support the eight players involved in our sponsorship deal."

The players were selected from the four All-Ireland hurling semi-finalists, who will all be in action this weekend because of the draw in the Wexford-Cork match.

News of the sponsorship emerged last week and the GAA were sufficiently concerned to contact the county boards in both counties involved in Sunday's game. But while the views of Croke Park were communicated to the teams and players, both managements were reluctant to confront players on the matter in the run-up to such a big match.

Three players, Paul Codd and Damien Fitzhenry of Wexford, and Cork's Seán Ó hAilpín, proceeded with the arrangement but Ó hAilpín's brother Setanta - the second Cork player - did not play with the sponsored hurl.

A source in the county denied this had been because of pressure from the county board, claiming the Croke Park edict had been passed to the players last Friday, whereas Setanta Ó hAilpín had not used the hurl in training earlier in the week - an indication he wouldn't use it during the match.

But Cork sources are unhappy that the matter has caused such controversy - they see it as little different from the deal whereby a number of players concluded a boot deal with Puma. Neither arrangement involved either the GAA or the Gaelic Players Association; both were conducted with players on an individual basis.

The other players believed to be involved are Eddie Brennan and Martin Comerford (Kilkenny) and Tomás Dunne and Brendan Cummins (Tipperary).

Kelly is clearly concerned that opportunistic marketing may increasingly target individuals and so potentially damage the GAA's major sponsorships.

Rule 14 in the GAA's Official Guide states: "The following regulations shall apply to playing gear, specifically jerseys, shorts, stockings, tracksuits and kit-bags worn/used for games, training, interviews and photographs . . .

"(f) Acceptance of payment of other material reward by an individual is strictly prohibited. Penalty: Any unit which breaches the rule shall be liable to disqualification and or loss of expenses and an individual(s) to a suspension of not less than six months or to expulsion."

Asked if this did not create at least an ambiguity in the GAA's provisions, Kelly was emphatic.

"I can understand how people might feel that but there is no ambiguity. Players are allowed to get endorsement money under the recommendations of the Amateur Status Report, which have been amended since to allow players keep all money earned in this way. There is a distinction between a brand that is going to be on a boot anyway and an advertisement," said Kelly.

The matter will be considered by the GAC next Thursday. Whether it is resolved before the weekend is uncertain. GAC may only touch on it before deferring further consideration.

On the face of it the players who used the sponsored hurls last Sunday are liable to a lengthy suspension but in what is at best a confused situation, they are likely to escape with a severe caution.

Cork hurling selector John Allen has called on the Games Administration Committee not to suspend the players.

Speaking on Dublin radio station Newstalk 106's evening programme Off the Ball, Allen said he personally was in favour of players earning something from their involvement and that the team's management had considered the matter on Friday evening.

"We sat down and looked at the rules and while I can't quote verbatim, hurleys weren't mentioned, so legally it would be very hard for suspensions to be invoked," he said.