Musgrave Group has been confirmed as an Official Supporter of the 2027 Ryder Cup, which will take place at Adare Manor in September 2027.
The partnership aligns one of Ireland’s largest and longest-established family-owned businesses with one of global sport’s most recognisable events, as the Ryder Cup returns to Ireland for the first time since 2006.
Musgrave will activate the sponsorship across its portfolio of consumer brands, including SuperValu, Centra, Donnybrook Fair and Frank and Honest Coffee, with a focus on engaging customers and communities nationwide.
The 2027 Ryder Cup is set to be one of the largest sporting events ever staged in Ireland, attracting a substantial international audience and providing a major platform to showcase Irish culture, hospitality and food. Musgrave’s network of more than 1,200 outlets across the island positions it strongly to deliver nationwide activation and visibility in the lead-up to the event.
“We are incredibly proud to become an Official Supporter of the 2027 Ryder Cup,” said Musgrave CEO Noel Keeley.
“Through our brands, we look forward to bringing the spirit and excitement of the event to towns and neighbourhoods across Ireland, while also showcasing the quality of Irish food and the producers behind it.”
A central element of the activation will be a SuperValu Community Day during tournament week, designed to give customers direct access to the event experience at Adare Manor.
David Brookes, Senior Commercial Director with the European Tour Group, said Musgrave’s strong local footprint made it an ideal partner.
“As a trusted Irish business with deep community connections, Musgrave is ideally placed to help us bring the Ryder Cup to communities right across the country,” he said.
Further details of the partnership, including specific brand campaigns and community engagement initiatives, are expected to be unveiled in the coming months.
From a Sport for Business perspective, the agreement highlights the growing commercial ecosystem forming around the 2027 Ryder Cup, with major domestic brands including Ballygowan and now Musgrave Group securing roles that combine global exposure with local activation—an increasingly important model in maximising the economic and social impact of mega-events.
Image Credit: Ryder Cup
The European Ryder Cup team, mentioned in this story are full members of the Sport for Business community.
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