Londis has become the new title sponsor of UCD GAA in a two-year partnership that will place the retail brand across one of third-level sport’s broadest and most successful Gaelic Games programmes.
The agreement will see Londis branding carried on the jerseys of UCD’s football, hurling, camogie, ladies’ football and handball teams, connecting the brand with 18 teams competing each week.
UCD GAA brings together players from clubs and counties across the island of Ireland, creating what the university describes as a “home away from home” for students who often combine elite-level sporting ambition with the demands of study and their first sustained period living away from their communities.
That creates a natural connection with the Londis “Local Like You” positioning, built around a network of 140 independently operated stores and the place each occupies within its own town, village or neighbourhood.
“We’re delighted to come on board as title sponsor of UCD GAA,” said Londis Sales Director Conor Hayes.
“Being local and part of the community is at the heart of everything we do at Londis. UCD GAA is a community in its own right, bringing together students from every county in Ireland and giving them a home away from home.”
“Gaelic Games have a unique ability to connect people, and we’re proud to support these players as they compete at the highest level of third-level sport.”
Over more than 125 years, UCD GAA has built a record that includes 34 Sigerson Cup titles, 32 Fitzgibbon Cup victories and 35 Ashbourne Cup successes, while generations of players have used the university game to develop towards senior inter-county careers.
“We’re thrilled to welcome Londis as our new title sponsor,” said UCD GAA Executive Ger Brennan.
“UCD GAA has a proud tradition across Football, Hurling, Camogie and Handball, and partners like Londis allow us to keep giving our players the support they need to perform on the pitch while making the most of their time in college.”
“Londis shares our values of community and belonging, and having their backing across all the different codes and teams is a huge boost for everyone involved with the club.”
Sport for Business Perspective
Electric Ireland’s sponsorship of Third-level Gaelic Games has expanded its reach, which is only right given the quality of the competition and the network of players, clubs, and counties it represents.
UCD is a particularly strong example of that reach.
Every autumn, players arrive from across Ireland, carrying strong identities from their home clubs before coming together under one university banner. Many will go on to play senior inter-county sport, and some will become among the most recognisable names in the games.
The strongest sponsorships work when the commercial proposition and the sporting story reinforce each other.
Londis wants to be seen as local, familiar and rooted in community. UCD GAA is essentially a collection of those communities brought together in one place.
That gives both sides something substantial to build upon over the next two years.
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Image Credit: UCD GAA / Dan Sheridan Inpho.ie
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