Irish Open loses sponsor

Audio

• Gary Moran discusses the news that 3 has pulled out as a sponsor of the Irish Open

Telecommunications company 3 has announced it will not be renewing their sponsorship of the Irish Open, putting the future of the tournament in doubt.

In a statement released on Friday afternoon, the company stated they believe their sponsorship of the Republic of Ireland football team is more beneficial than the golf tournament.

The company stated: 'In a challenging market place, 3's focus in 2011 and beyond, is to grow the brand in the mass consumer and business markets.

'Following a review of its sponsorship portfolio, a decision was taken to streamline activities. 3 believes its support of the Irish football team will deliver the most commercial value for the brand into the future.'

The company were title sponsors for the past two stagings of the event and were widely praised for playing a key role in its resurgance coupled with it moving to from May to the August Bank Holiday in the European Tour's schedule.

The news has come as a surprise, only three weeks ago the European Tour's director of international policy Keith Walters revealed that the Tour was in negotiation with 3 about the location for the 2011 tournament.