SuperValu has reaffirmed its long-standing partnership with the GAA by launching its new “Real Nourishment” campaign as part of its continued sponsorship of the All-Ireland Senior Football Championship.

The campaign is aimed at helping parents and players make better nutritional choices to support performance on and off the pitch.

It was unveiled at Croke Park with inter county stars including David Clifford, Ryan O’Donoghue, Eoghan Frayne, Luke Fahy and Emma Cleary, alongside newly appointed SuperValu Health & Wellness Ambassador Sinéad O’Donovan.

At the heart of the campaign is new research conducted among 750 Irish parents with children involved in sport and more than 400 intercounty GAA players, highlighting a shared difficulty in sourcing clear and trusted nutritional guidance.

The findings point to an increasingly complex and often confusing nutrition landscape. While 77 per cent of inter county players said online advice is confusing, 79 per cent of parents reported feeling overwhelmed by the volume of information available across digital and social channels.

Across both groups, time, cost and convenience emerged as the primary barriers to making good nutritional choices, with parents also facing the added challenge of catering for differing food preferences within the home.

Despite most intercounty players having access to professional nutritional support, many indicated a need for simpler, more practical meal ideas and recipes. Parents, meanwhile, are more likely to rely on family, online searches or coaches for guidance, with relatively limited engagement with expert advice.

There is also a clear gap in behaviour. While 85 per cent of intercounty players regularly plan meals around training and matches, only 41 per cent of parents opt for home-cooked meals after activity, compared to 72 per cent of players who prefer them, often turning instead to quicker options such as snacks, sandwiches or convenience foods.

To address these challenges, SuperValu will provide four clubs across Ireland with a season of professional nutritionist support along with €1,000 in funding for their local store. The campaign will also be supported by O’Donovan, who will deliver practical, accessible guidance to help families build sustainable and effective nutrition habits.

“Through our continued partnership with the GAA, we’re proud to support players, parents and communities every day and we’re looking forward to more exciting Championship football over the coming weeks and months,” said SuperValu Managing Director Luke Hanlon.

“What this research highlights is that nutrition can feel confusing, particularly for families trying to do right by young players. This campaign is about simplifying that, offering practical everyday advice that helps GAA families fuel performance on and off the pitch.”

“Healthy living and nutrition are at the heart of involvement in our games, and the data produced by our partners SuperValu casts an interesting light on the challenges and choices both parents and inter-county players are faced with,” added Jarlath Burns, GAA President.

“Anything that assists people’s understanding on how best to fuel our bodies before training and games, and for a healthy lifestyle in general, is to be welcomed.”

“As players, nutrition is a huge part of how we prepare and perform, but it doesn’t need to be complicated,” said David Clifford.

“I see every day how parents are under pressure and unsure what the right choices are for their kids. This campaign is about making that easier, giving families practical, trusted guidance so young players can fuel properly and perform with confidence.”

“There’s a huge amount of nutrition advice out there, and it can be overwhelming and many families are unsure where to start,” added Dietician Sinéad O’Donovan.

“Good nutrition doesn’t need to be complicated. It’s about developing consistent habits and meal plans that are balanced, easy to prepare and work for busy family life.”

The campaign will roll out nationwide across digital, in-store and social channels throughout the Championship, featuring GAA ambassadors and practical content designed to support players and families at every level of the game.

 

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Image Credit: SuperValu and Dan Sheridan, Inpho.ie

 

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