The countdown to one of Ireland’s most significant grassroots sporting initiatives is underway, with Kellogg’s GAA Cúl Camps officially opening registration for its 2026 programme.

Now entering its 15th year of partnership between Kellogg’s and the Gaelic Athletic Association, the initiative has helped more than 1.7 million children engage with Gaelic Games across the country, reinforcing its role as a cornerstone of youth participation in Irish sport.

This year’s launch comes at a time when the challenge of sustaining participation is under increasing scrutiny, aligning closely with the themes of the upcoming Sport for Business Members Round Table on Keeping Children in the Game, which will examine dropout rates and long-term engagement strategies.

To mark the milestone anniversary, a new nationwide schools competition, The Cúl-est P.E. Class, will bring the camp experience directly into classrooms. Targeting 4th and 5th class students—an age group identified as critical in the participation pathway—the initiative is designed to reinforce early engagement before the traditional drop-off in teenage years.

Winning schools will receive on-site coaching sessions delivered by official Cúl Camps coaches, blending skill development with fun and inclusive activity.

The campaign is being fronted by ambassadors including Mikey Breen and Aimee Mackin, alongside broadcaster Laura Fox, all of whom bring strong credibility and connection to younger audiences.

“Growing up playing GAA and attending Cúl Camps created some of my favourite childhood memories,” said Fox. “They are about so much more than sport – building confidence, friendships and resilience that last well beyond the summer.”

Sustained Investment in Grassroots

Alongside the camps and school activation, Kellogg’s will continue its on-pack promotion, offering a €25,000 prize for clubs and additional individual rewards, further strengthening the link between commercial partnership and grassroots support.

“We are incredibly proud to celebrate our 15th year partnering with the GAA,” said Shauna Lenagh, General Manager of Kellogg’s Ireland. “While our focus remains on delivering an amazing summer of camps, we also wanted to extend that impact into schools and communities.”

GAA President, Jarlath Burns, added that the partnership has been “instrumental in the growth and success” of the camps, which remain a highlight of the summer calendar in every county.

With increasing attention on youth retention, initiatives such as Kellogg’s GAA Cúl Camps continue to play a vital role not just in introduction to sport, but in shaping lifelong habits.

As the Sport for Business community prepares to explore how best to keep children engaged in sport for longer, the scale, reach and continued innovation of the Cúl Camps model offers a strong example of how commercial partnerships can underpin meaningful participation outcomes.

Registration for the 2026 camps is now open, with demand expected to remain high across all counties.

 

Image credit: GAA, Sportsfile.com

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