Fulfil, Ireland’s leading functional snack brand, has agreed a landmark three-year partnership to become the new title sponsor of the GAA Hurling Under-20 All-Ireland Championship. The deal positions the brand at the heart of one of the association’s most important development competitions, with Fulfil committing to “Supporting Ireland’s Game” and fostering emerging hurling talent nationwide.
Cork Under-20 star Barry Walsh and Kilkenny legend Walter Walsh joined the launch as ambassadors, underscoring the competition’s role in bridging young stars to senior level.
The Under-20 Championship has long been regarded as the proving ground for future inter-county greats. Spanning more than six decades, it has produced some of the sport’s most memorable moments and most decorated players, from the traditional dominance of Cork, Tipperary, and Kilkenny to the rise of new contenders in recent seasons.
Its reputation as a pathway to elite performance made it a natural fit for a partnership with Fulfil, whose brand ethos centres on active lifestyles, ambition, and helping young people “Fulfil Their Dreams.”
The new sponsorship will run through at least 2028, beginning with the 2026 championship season, which gets underway in March. Fulfil aims to support players and supporters throughout the campaign, strengthening community connections and deepening its presence within Irish sport.
Paolo Cantini, Head of Marketing UK & Ireland at Ferrero, said the agreement reflects a significant investment in the Irish market. “Ferrero is committed to nurturing Fulfil, and this three-year sponsorship of the GAA Hurling Under-20 All-Ireland Championship is a testament to that commitment.”
“It represents a powerful alignment with a sport that embodies the very values of drive, community, and aspiration that Fulfil stands for. We look forward to seeing Fulfil play a pivotal role in ‘Supporting Ireland’s Game’ for years to come.”
Barry Connolly, Managing Director of Richmond Marketing, which will lead delivery of the partnership, said the collaboration reinforces Fulfil’s Irish roots.
“This partnership is a natural fit for Fulfil. As an Irish-born brand that has grown to international recognition, we understand the power of local communities and the dedication required to achieve excellence.”
“Fulfil are incredibly proud to support emerging Irish hurlers and to further embed Fulfil at the heart of Irish life, supporting their passion and performance on and off the pitch.”
GAA President Jarlath Burns welcomed the brand’s arrival as title sponsor.
“The GAA is delighted to welcome Fulfil as the new title sponsor for the GAA Hurling Under-20 All-Ireland Championship. Fulfil is an innovative Irish brand that shares our commitment to active lifestyles and community.”
“This three-year partnership will provide vital support for our hurlers, helping them to reach their full potential, and we eagerly anticipate a successful collaboration that will benefit the championship and our wider GAA family.”
Founded in Ireland in 2016, Fulfil has rapidly grown from a start-up to Ireland’s most popular functional snack bar, offering high-protein, low-sugar, vitamin-enriched products. Its success has led to expansion across Europe and beyond, culminating in its acquisition by The Ferrero Group as part of its global strategy in the healthier snacking market.
Image Credit: GAA and Sportsfile
Further Reading for Sport for Business members:
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