SuperValu has unveiled a vibrant new addition to its #CommunityIncludesEveryone campaign with the launch of a limited-edition Pride-themed Bag for Life, available in stores nationwide throughout June while stocks last.

Retailing at €3, all profits from the bag go directly to Belong To, the national LGBTQ+ youth organisation in Ireland.

The launch event saw GAA figures Kevin Penrose, Mark Shields, David Gough, and Hannah Looney, all of whom have been vocal champions for diversity and inclusion in sport, come together to promote the message of inclusivity.

The eye-catching rainbow bag, made from GOTS-certified organic materials, is designed to be “carried with pride” – a symbol of solidarity and allyship.

Kevin Penrose, who has publicly shared his personal journey of coming out within the GAA, reflected on the importance of visibility and allyship in sporting communities.

“I’m delighted to team up with SuperValu for this important campaign supporting the incredible work of Belong To,” he said. “As someone who’s navigated the challenges of coming out in a traditionally conservative sporting environment, I know how vital it is to feel supported. Buying this bag and carrying it with pride sends a powerful message – that everyone belongs.”

Armagh footballer Mark Shields, who also attended the launch, has spoken openly in the past about his experience of coming out and his commitment to fostering an inclusive culture in Gaelic Games.

His involvement, alongside GAA referee David Gough and Cork dual star Hannah Looney, illustrates the growing number of role models within the sport working to promote acceptance and understanding.

Belong To provides life-saving support services for LGBTQ+ young people, including crisis counselling, youth groups, and advocacy. The funds raised from the Pride bag will help the organisation continue its mission to create a society where LGBTQ+ youth feel safe, seen, and empowered to shape their futures.

Belong To CEO Moninne Griffith welcomed the continued partnership with SuperValu.

“Pride is about inclusivity, fun, raising our voices in solidarity, and celebrating community,” she said. “This tote bag is more than just a bag – it’s a visible sign of allyship. We’re proud to partner with SuperValu for the third year running and are grateful for their ongoing commitment to LGBTQ+ young people.”

The Pride bag launch aligns with SuperValu’s wider #CommunityIncludesEveryone campaign, now in its fifth year.

The initiative works to ensure that Gaelic Games remain a space of inclusion and opportunity for all. Recent research conducted by Amárach on behalf of the campaign reveals encouraging trends: three in four people believe their GAA club provides equal opportunities regardless of ethnicity, gender, ability, sexual orientation, or socio-economic background.

Moreover, more than 70% agree that having allies and advocates within the GAA is essential for creating an inclusive environment.

 

 

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