RUGBY/Celtic League launch: Magners? Bulmers? For the competition formerly known as the Celtic League, it's a case of whatever you're having yourself. Officially it will be known as the Magners League, despite the fact the product will continue to be called Bulmers in the South of Ireland.  John O'Sullivan reports

The drinks company and the tournament organisers have signed a two-year deal with a further one-year option, finally securing sponsorship for a tournament that had appeared something of a waif or stray in its formative years.

There are signs though that the Celtic brotherhood have managed to achieve a meaningful competitive environment with the potential for genuine quality in playing terms.

Yesterday at Carton House representatives of the 11 competing teams gathered to usher in a new era for the tournament. Ireland and Leinster captain Brian O'Driscoll was on hand to not alone cast an eye over the proceedings but also to underline his province's aspirations for the season ahead.

"Hopefully a bit of an improvement on last year," he said.

"There was the disappointment of being knocked out in the semi-finals (of the Heineken European Cup) and losing out in the last five minutes of the final (Celtic League)match of the season.

"We'll hope to find ourselves in similar situations come next April and take things from there. You don't want to get ahead of yourself.

"The Celtic League is starting to grow and it's becoming a competition that's sought after in terms of winning. It took a few years to get going but people are taking it seriously. I expect the likes of Llanelli, with Steve Jones coming back, Cardiff having rebuilt, the Ospreys, having brought in a number of players (to be strong) while the likes of Edinburgh and Borders did very well for a large part of the season. I'll be very surprised if you see an Ireland one-two-three again."

A visit to Spala, Poland, with the national squad for pre-season work and a different training schedule from that of his non-international team-mates at Leinster meant a delay in catching up with the new arrivals. But last week's trip to Dax, France, enabled introductions.

"The first while we weren't training together, we were on different schedules. Now we're amalgamated a little more and have seen more of each other. Over in France we got a chance to establish good team bonding. The new guys have fitted in well," he said.

One of those who has made an early impression is the former Ireland schools international Luke Fitzgerald. O'Driscoll smiled: "He just has an absolute love for rugby. It's phenomenal. He never has a rugby ball out of his hands. Youthful exuberance I think they call it, and long may it last. It's scary to think the guy is 18 years of age.

"I'm very excited to see what sort of player he'll turn out to be. I think people have to give him a bit of time too and realise he's only a youngster. He's got more physical development to do even though he's not small, physique-wise. When he gets his confidence up he'll be a class player for us."

The fact all four provinces have an extensive schedule of A games this season should greatly help the younger squad members. O'Driscoll earned his provincial spurs at A level and is a keen supporter.

"There's a bit of a gap between playing club rugby and playing provincial rugby be it Heineken or Magners," he said. "You do need some sort of gradual process to be able to come in and feel comfortable in the environment. I think a lot of guys that have played A before find it a good stepping stone, and it'll provide an opportunity for Luke. He'll need that experience."

O'Driscoll says he had a quiet time in Dax, except for one outing.

"I managed to get to a bullfight. I think it'll be the one and only time I'll go to one; it's a little gruesome."

Some of Ireland's walking wounded were present yesterday, notably Munster hooker Jerry Flannery and Ulster captain Simon Best. The prognosis is that Flannery will have his arm out of the sling in 10 days following a shoulder operation, with a likely return to competition pencilled in for Christmas.

Best is hopeful his rehabilitation from a broken leg will allow him to return in time for the start of the European Cup.

Irish squad players are not scheduled to return until week five of the Celtic League programme.