The official launch of SuperValu Páirc Uí Chaoimh took place yesterday ahead of the Munster Football Championship Quarter Final between Cork and Limerick on Sunday, April 7th.
The naming rights deal, which was unanimously agreed by members of the Cork County Board in February, creates a partnership between Cork GAA and SuperValu that will allow further growth and development of both the stadium and Gaelic games in Cork.
The naming rights for the stadium are part of a broader commercial strategy by Cork GAA, which is supported by One Cork.
The funds raised will support the upkeep of SuperValu Páirc Uí Chaoimh, and promote the games across the entire community in County Cork.
“When seeking a partner for naming rights, we had to carefully choose who best supports the goals and ambitions that Cork GAA has for its communities,” said Cork GAA CEO Kevin O’Donovan.
“We firmly believe that this partnership with SuperValu will help ensure the future success of SuperValu Páirc Uí Chaoimh, but also help develop our games for all codes in every corner of the county.”
SuperValu is part of the Musgrave Group. With a network of 222 community-based stores across the country, SuperValu already has strong connections to the GAA as sponsor of the All-Ireland Senior Football Championship. They also currently sponsor the Cork Senior Ladies Football Team.
“We have received incredible positive feedback from our retailers across Cork and Munster, following the announcement that the home of GAA in Cork was being renamed SuperValu Páirc Uí Chaoimh,” said Managing Director Ray Kelly.
“Everyone across the SuperValu network is committed to their local community, and we already have strong links with every club as a result.”
“The sponsorship of the stadium shows our real commitment to all codes of the game, and we look forward to our GAA fans experiencing the changes in SuperValu Páirc Uí Chaoimh in the weeks to come. “
“The stadium is a huge asset to the GAA community and the wider economy. Over the coming years, we plan to work closely with Cork GAA to further support the growth and development of both the stadium and the games.”
Phase 1 of SuperValu’s stadium rebrand is now complete with the new name visible to spectators. Further signage enhancements across the stadium will be made in the coming weeks.
SuperValu Páirc Uí Chaoimh has a busy few weeks ahead, with a number of Munster Hurling and Football clashes to look forward to, as well as a sell-out concert with the return of Bruce Springsteen to Cork.
Sport for Business Perspective:
Naming rights always generate a huge amount of heat and this was no different but the world kept turning, the Cork GAA County Board has money to invest in games and the fabric of the sports across the entire county and they have a long-term embedded commitment from one of the most visible brands in the country.
From SuperValu’s perspective that commitment and the positive feedback will have significant benefits, differentiating them in a high-value but very competitive sector.
There will be some who refuse to use the name, including in the media, but sometimes not saying it only heightens the awareness so knock yourselves out, naysayers.
Pairc Uí Chaoimh, Cork GAA and Sports Direct are full members of the Sport for Business community.
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