Supervalu Kick Off New Campaign

As part of it’s long term support for the GAA All Ireland Football Championships SuperValu will this week kick off a nine week programme where individual retailers in their network will donate 55,000 GAA ‘First Touch’ footballs to clubs across the country.

At a retail cost of €7.50 that makes for a greater than €400,000 overall investment in clubs and would see an average of more than 20 balls going to every club in the country.

Through the initiative, SuperValu customers will receive ‘#BehindTheBall’ tokens, which they can then use to allocate to a local GAA club of their choice at the in-store collection points.

Furthermore, SuperValu will also deliver a number of GAA volunteer events throughout the summer designed to encourage parents to volunteer at their local club and give them the skills to teach and develop the kids across all aspects of the game.

Families will be urged to get #BehindTheBall and play an active role in their clubs with the intention of strengthening clubs volunteer pools and getting inactive families more active in their community.

These events will be supported by SuperValu’s line-up of GAA ambassadors, including Dublin GAA’s Bernard Brogan, Kerry GAA’s Donnchadh Walsh, Mayo GAA’s Lee Keegan and Monaghan GAA’s Conor McManus.


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“It’s a privilege to support SuperValu’s exciting ‘Behind The Ball’ campaign,” said Brogan at the launch.”

“I can still remember the first time I got to train and play with St Oliver Plunkett’s. It’s a very special memory that turned out to be the start of an amazing journey, which has seen me play at every level for club and county not to mention the fact that I made friends for life along the way.”

Now in its eighth season as an official partner of the All Ireland Football Championship, SuperValu’s network of retailers continue to show a remarkable commitment to the sport, not just at national but also regional and local level.

Through facilitating in-store fund-raisers like bag packing, sponsoring jerseys or coaching the kids in the local communities, it is estimated that SuperValu retailers donate around €1,000,000 per annum collectively to local clubs throughout the country.

“Over the course of our long-standing partnership with the GAA, we have worked tirelessly to ensure that our sponsorship activities have had a direct impact on our local communities, enabling us to become a genuine force for building better communities in Ireland,” said Interim SuperValu Marketing Director Des O’Mahony.

“This year, we aim to inspire more children and their families to get involved in the wonderful world of the GAA as we encourage the nation to get active and get behind the ball.”


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