Circle K has launched the fourth edition of its Cash for Clubs campaign, offering €55,000 in cash, equipment and football experiences to grassroots football clubs across Ireland.

The 2026/27 campaign runs from November 4 through to April 30, with supporters earning points for their chosen club every time they make an eligible purchase and scan the Circle K Extra app in store.

Since the initiative began in 2023, Circle K says its investment in grassroots football through Cash for Clubs has reached almost €250,000, adding another dimension to its wider relationship with Irish football as title sponsor of the FAI Club Mark Programme.

Former Republic of Ireland internationals Kevin Doyle and Julie-Ann Russell helped launch the latest campaign, connecting the programme back to the grassroots clubs where both began their football journeys.

Supporters can register through the Circle K Extra app and nominate an eligible club to support with their rewards.

Points are then earned through purchases and a daily in-app game, with a leaderboard determining the leading clubs ahead of a Grand Finale in May 2027.

The top-ranked club will receive €10,000, and three further clubs will receive €5,000 each. Clubs placed fifth to seventh will receive €1,000 plus €500 worth of branded equipment, while those finishing eighth to tenth will each receive €1,000.

One additional club will receive a VIP experience at a Republic of Ireland National Team training session, while Circle K Extra members can also win weekly €500 cash prizes during the campaign.

“Through Cash for Clubs, we’re proud to help provide funding and equipment that can make a genuine difference to clubs of every size,” said Circle K Ireland Market Development Director Gillian McGowran.

“Since launching the initiative in 2023, we’ve seen first-hand the positive impact it has had, and we’re excited to bring it back for a fourth year.”

FAI Head of Grassroots Nigel Keady welcomed the programme’s return and the added benefit it provides for clubs engaged with the FAI Club Mark.

“Cash for Clubs is a great initiative and another way for our FAI Club Mark accredited clubs to benefit through this partnership. With up to €10,000 available to clubs, it’s an excellent opportunity to help grassroots football in Ireland thrive.”

 

Sport for Business Perspective

Circle K’s Cash for Clubs campaign is a good example of sponsorship working at the intersection of customer loyalty and community sport. By linking everyday purchases to support for local football clubs, the company gives its retail customers a reason to engage repeatedly with the brand while creating a tangible benefit for organisations rooted in their communities.

The six-month duration maintains that connection throughout the season, with the leaderboard encouraging clubs to mobilise their networks of players, parents, volunteers and supporters. It turns individual purchasing decisions into a collective effort, with a clear reward for those who generate the greatest engagement.

 

 

 

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Image Credit: Circle K

 

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