Centra launched it’s 2017 campaign around sponsorship of the All Ireland Hurling Championship yesterday putting community very much at the centre of its activation.

#WeAreHurling celebrates the passion displayed by all of those in Ireland’s collective hurling community, shining a light on the many people who devote their lives to the game from the players and stars through to the parents, the groundkeepers, the fans and the stars of the future.

Centra’s #WeAreHurling team-of-15, was revealed at today’s launch and encompasses the wide ranging support network that makes up the hurling community.

It includes the likes of Kilkenny hurling legend Henry Shefflin and his wife Deirdre Shefflin, groundskeeper Dave Hanley, Wexford super-star Lee Chin, Cork All-Ireland winner Sean Og Ó hAilpín and his mother Emelie, and Kilkenny super-fan Myles “Elvis” Kavanagh.

Throughout the season, Centra will be championing the team-of-15, providing insights on the impact hurling has on their lives and their communities.

Their stories will be showcased on Centra’s Facebook and Twitter social channels, throughout the season.

Among the team is Centra retailer Ray Lee who runs the store in Charleville in Cork and is looking forward to a great summer of Cork hurling

“We’ve always been involved in the GAA and this allows us to bring a national campaign right down to the roots of the sport in our home towns,” he said yesterday speaking to Sport for Business.

“It’s at the heart of what we do in our communities and it’s all about every aspect of the sport.”

“There’s only so much you can do at national level but when you have guys on the ground like Ray that brings the whole thing to life in ways that make a real difference to the business but also to the towns and the communities that we are based in,” added Centra Sponsorship and Community Brand Manager Niall O’Callaghan.

With 450 stores nationwide, Centra will also bring #WeAreHurling to life locally throughout the Championship season, with 70 local activations, such as medal presentations, community awards, family fun days, and jersey donations.

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As part of the campaign, a new Centra television ad will also showcase the passion behind #WeAreHurling, consigning the mála figures of the past few years to history and focusing on different members of the team of 15.

“Centra is at the heart of communities across Ireland and is instrumental in reinforcing the passion and commitment for hurling at a local level, helping to build stronger communities nationwide,” said Martin Kelleher, Centra Managing Director.

“This year, we are not only celebrating the elite athletes of the GAA, but those who aid the development of the sport throughout communities across Ireland.”

“For those who play hurling, it is very refreshing to see the championing of the wider hurling community, because without everyone playing their role, both on and off the pitch, the sport would not be the success it is today,” added Henry Shefflin.

Also speaking at today’s launch, Emelie O’hAilpin, mother of sporting superstars, Sean Og, Aiske, Teu and Setanta, said: “Like any mother, I always had nerves watching my children play sport, but I always encouraged them to take part, from a young age. It gave them good discipline, it gave them a passion and it provided great social inclusion for their own development, so I always tried to support the boys in any way possible.”

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Find out more about our next major event looking at the impact of Sport for Social Good in September 2017.

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