The GAA’s ability to connect communities across Ireland makes it an unrivalled platform for brands, not just for visibility, but for meaningful storytelling.
That message came through strongly during the Who Won Sponsorship 2025 session moderated by Jacqui Hurley, featuring Sarah Gelletlie (Electric Ireland), Maighread Cremin (Musgrave Group), and Orlaith Fortune (AIB).
The conversation highlighted how three of Ireland’s most recognised brands continue to evolve their Gaelic Games partnerships, each built around authenticity, community, and purpose.
Lighting the Way: Electric Ireland’s Emotional Connection
Gaelic Games sponsorship has been a key pillar of Electric Ireland’s marketing strategy for more than a decade. “The energy sector is incredibly competitive,” said Sarah Gelletlie, “and the advertising space can be saturated.
“Sponsorship, especially with the GAA, allows us to communicate directly with customers, build trust, and increase brand consideration.”
Electric Ireland has sponsored the GAA Minor Championships since 2012. “We wanted to resonate with families — parents, grandparents, the people supporting those players,” Gelletlie explained.
Recent activations like This Is Major went directly to the heart of the Minor experience, telling stories through parents’ eyes.
“We visited three families from each code and shared their authentic stories,” she said.
“It performed really well because it spoke to both the emotional core and the community connection — the kind of content parents would share on WhatsApp.”
Electric Ireland’s work with Darkness Into Light and Pieta was also highlighted as an example of sponsorship with social purpose.
“We’ve partnered with Pieta since 2012,” Galletly said. “Many of those who reach out to Pieta are young people — the same age group we engage through the GAA. Using GAA ambassadors to share their own mental health journeys helps normalise those conversations and builds empathy. It’s hard to quantify the impact, but it’s one of our most meaningful partnerships.”
Musgrave: The Local Heartbeat of Gaelic Games
Musgrave, through SuperValu and Centra, has built one of the most expansive sponsorship portfolios in Irish sport, encompassing the GAA Football and Hurling Championships, SuperValu Páirc Uí Chaoimh, and the Cork Ladies Footballers.
“These are all really important sponsorships in their own right,” said Maighread Cremin, “but together they give us both national impact and deep local resonance.”
SuperValu’s tone, she explained, is “the older, more serious sibling — focused on legacy and long-term community connection,” while Centra is “faster, more creative, more about fun — matching the pace and energy of hurling.”
That dual approach has paid off. “We launched Where There’s Hurling, There’s Centra this year, and our awareness grew by five points,” said Cremin. “Those aware of our sponsorships are 10% more likely to consider us for their main grocery or convenience shop. It’s a strong commercial return, but it’s rooted in values.”
Her pride in Musgrave’s Community Includes Everyone campaign was clear. Developed with David Gough and Belong To, the initiative champions inclusion and diversity across the GAA.
“We wanted everyone to feel welcome — new Irish, people with disabilities, LGBTQ+ members,” Cremin said. “It wasn’t easy; we had to learn and get the tone right. But seeing players like Mark Shields and Hannah Looney proudly represent those communities shows how far we’ve come.”
“It’s not about shouting about it anymore — it’s about making inclusion normal.”
AIB: The Toughest and the Truest
Orlaith Fortune, Head of Brand and Sponsorship at AIB, spoke about the evolution of a relationship that began in 1991. “We’re standing on the shoulders of giants,” she said. “Our GAA partnership keeps evolving — adding LGFA and camogie was a natural step, and being the first brand to sponsor all four codes reflects who we are as a bank rooted in every community.”
AIB’s The Toughest campaign has become a landmark in Irish sports marketing, celebrating the grit and authenticity of club players. “It came from a chat with Colm ‘The Gooch’ Cooper,” Fortune recalled. “He said the only medal that made his mother’s mantelpiece was a club medal. That insight defined The Toughest — because the club championship really is one of the hardest competitions to win.”
The campaign continues to evolve, integrating TikTok, WhatsApp, and global collaborations like The Toughest Trade with All Black legend Kieran Read.
“It’s about showing up where our customers are, experimenting, and always staying connected to the grassroots,” said Fortune.
Common Threads
All three brands are playing into themes of deep roots in community, authentic storytelling, and campaigns that go beyond the logo.
“Whether it’s Electric Ireland shining a light on mental health, Musgrave creating spaces of belonging, or AIB celebrating the club game’s heart,” said Hurley in summary, “these brands are proving that sponsorship in Gaelic Games is about values as much as visibility.”
Image Credit: Onside
Further Reading for Sport for Business members:
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