While Ireland fans have become somewhat more accustomed to silverware in recent times, many can still remember the darker days of Irish rugby.
Back in 2004, Ireland won the their first Triple Crown in 19 years after breezing past Scotland at Lansdowne Road.
These days, it would not be a trophy celebrated as much in the country, considering the sense of disappointment at not winning back-to-back Grand Slam titles this month.
The win came a year after Ireland finished second in the tournament, but that Six Nations campaign will always be remembered for the trashing suffered by Eddie O'Sullivan's side at home to England.
The Triple Crown win was perhaps a turning point for the game across Ireland, with many 0f the squad going on to win the famous Grand Slam in 2009, but two decades on, the occassion can still be remembered for one very specific reason.
It was a time where sponsorships and product placement has only started to enter the rugby market in Ireland. Following the game, Ireland's famous centre pairing of Gordon D'Arcy and Brian O'Driscoll spoke to Michael Lyster, and while the post-match discussion and comments from the duo won't be remembered, the interview itself has lived long in the memory.
George Hook pounces on O'Driscoll and D'Arcy's product placement
With both players somewhat distracted by their duties to show their new Powerade partnership during the post-match interview, it didn't take long for the RTÉ panel of Tom McGurk, George Hook and Brent Pope to hop on the trend.
With Brian O'Driscoll and Gordon D'Arcy sipping away on the energy drinks over a dozen times during the 90 second interview, George Hook decided to take a leaf out their book.
Answering McGurk's question directly after their chat, he sipped away on a water bottle with 'Hook's Hooch' attached to it.
Many will remember RTÉ's coverage during the early 2000s as a golden era due to the often outrageous comments from Hook and co, and despite stepping away from broadcasting in recent times, George Hook's antics after the 2004 Triple Crown win will always be remembered by Ireland fans.
It wasn't just the Irish rugby team who found themselves suddenly surrounded by sponsorship deals, with the football team partnering with Lucozade months later.
11 October 2004; Irish International Damien Duff at a announcement of a new two-year sponsorship agreement with Lucozade Sport, Irelands leading sports drink. Picture credit; Damien Eagers / SPORTSFILE
While sports fans around the world have become used to seeing sponsorships take over the game, back in the early 2000s, it was uncommon ground especially for Ireland teams and sports stars.
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