Croke Park will come alive this Sunday, July 20th, as Cork and Tipperary face off in a sold-out All-Ireland Senior Hurling Final, and while the action on the pitch will take centre stage, the build-up to the game is also a showcase of some of the most innovative sports sponsorship activations in Irish sport.

From long-standing Championship partners to expressions of county allegiance, five major brands — Sports Direct, Fiserv, eir, Centra, and Bord Gáis Energy — are making their presence felt in the week leading up to this year’s decider.

With over 82,000 fans in the stadium, hundreds of thousands watching on television, and millions engaging through digital and retail touchpoints, these sponsorships are delivering impact on every level.

 

Sports Direct Fueling Cork’s Final Charge

Sports Direct, principal sponsor of Cork GAA since 2021, has ramped up its presence this summer, celebrating the Rebels’ return to the All-Ireland Final for a second consecutive year.

In Cork city, the Sports Direct Mahon Point store became a hub for fans during the final week, hosting meet-and-greets, launching limited edition O’Neills jerseys, and offering merchandise bundles for families heading to the game.

Social media activations have featured behind-the-scenes training content and giveaways, keeping the fan base engaged and connected.

In tandem with Croke Park activations and branding, the brand is also supporting a major Rebels Fanzone at Páirc Uí Chaoimh, where thousands of supporters will gather for a live screening of the final on a big screen.

“This partnership is rooted in Cork pride,” said Leonard Brassel, Managing Director of Sports Direct Ireland. “To stand with the county on All-Ireland Final day for a second year is something special.”

 

Fiserv Brings Power of Performance to Tipperary GAA

Fiserv, the global fintech company and sponsor of Tipperary GAA since 2022, will be marking its first All-Ireland Final appearance as a county partner with a focus on innovation, fan connection, and celebration.

The brand is hosting a pre-match client event at Croke Park, bringing together key partners and stakeholders for what promises to be an unforgettable matchday experience.

“We believe in the power of community, performance, and shared success,” said Aoife Keane, Head of Marketing at Fiserv Ireland. “These are values that Tipperary GAA represents — and we’re proud to back them on the biggest stage.”

 

eir’s Poc Tapa Challenge Elevates Club Heroes

eir has been  a GAA partner since 2011, and this year ran the third annual ‘eir for all’ Poc Tapa Challenge, assisted by Titan Experience around the country.

Launched by hurling greats Declan Hannon, Shane Kingston, John Conlon, and Conor Whelan, the challenge took inspiration from the traditional Poc Fada but with a modern, fast-paced team dynamic.

Six players race to pass a sliotar around four pitch cones in the fastest time possible — rewarding accuracy, speed and teamwork.

The final took place during the All Ireland Hurling Semi Final between Cork and Dublin with defending Champions Craanford from Galway succesfuly retaining the title, and another €5,000 prize against Fermoy GAA Club.

“The Poc Tapa Challenge is about putting club heroes into the spotlight — and using technology to bring fans closer to the action,” said a spokesperson for eir.

 

Centra Supports Future Stars and a Worthy Cause

Centra has renewed its sponsorship of the All-Ireland Hurling Championship through 2029, marking its 16th consecutive year supporting the sport in 2025.

This summer, the brand launched its nationwide “Sharpshooter” competition for children aged 8–12, encouraging skill development and rewarding winners with a VIP matchday experience at Croke Park. The initiative ties into Centra’s ongoing commitment to youth engagement and grassroots growth.

Centra is also using its platform to make a difference off the pitch, partnering with Hurling for Cancer Research to raise funds for the Irish Cancer Society — a powerful reminder of the role GAA can play in driving positive societal outcomes.

With over €1.5 million contributed to 1,000+ local GAA clubs, Centra’s impact is wider and deeper than just one Championship.

“The value isn’t just in euro signs, it’s in being part of the community. That’s the real reward,” said Centra Marketing Director Des O’Mahony in a Sport for Business Interview in April.

 

Bord Gáis Energy Heats Up the Championship

Celebrating 16 years as Championship sponsor, Bord Gáis Energy launched a fresh campaign this summer titled “It’s All Heating Up.” Featuring Wexford star Lee Chin and comedy duo The 2 Johnnies.

At the centre is a TV ad where Chin and The 2 Johnnies share a candle-lit bath, not words we would have expected to write at the start of the year but memorable.

The creative was developed with The Tenth Man, a Dublin and London based agency known for doing things a little differently.

Running across TV, social, digital and in-stadium displays, the campaign celebrates the energy and passion of hurling, while reinforcing Bord Gáis Energy’s commitment to powering both Irish homes and the country’s fastest field sport.

“This campaign transcends energy — it’s about genuine connection with the GAA community,” said Meadhbh Quinn, Marketing Director at Bord Gáis Energy. “It captures the wit, the pace, and the heart of what makes hurling so special.”

 

With both Cork and Tipperary bringing history, legacy and form to the field, Sunday’s final is likely to be a thriller.

And thanks to the work of Sports Direct, Fiserv, eir, Centra, and Bord Gáis Energy, it’s also a celebration of how commercial partnerships can truly add to the mix.

 

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