Centra launched its 16th year of sponsorship of hurling last week, and with the Leinster and Munster Championships getting underway this weekend, we thought who better for the Sport for Business Thursday Interview than Des O’Mahony, the brand’s Marketing Director, to tell us about why the partnership has stood the test of time and what might be in store over the coming months.
Sport for Business: So, Centra are extending the sponsorship again—another five years?
Des O’Mahony: Yeah, we are. We’re renewing for another five years. It’s hard to believe it’s been 16 years since we first launched the sponsorship—almost to the day, in fact.
We’re now officially the longest-standing hurling sponsor ever, which is a remarkable achievement. But honestly, that kind of long-term commitment to local and Irish is central to who Centra is. We’ve got over 500 stores nationwide, and so many of them are deeply involved in their local GAA communities.
Back when we first looked for a national sponsorship—probably 20 years ago—this was the one we always wanted. It wasn’t available then, but the moment it came up, we jumped at it.
Our store owners naturally gravitated toward it. They’re already supporting around 1,000 GAA clubs around the country. You go to any pitch and you’ll see Centra signs, Centra jerseys—it’s a natural fit.
This year’s campaign is titled “Where there’s hurling, there’s Centra”—which, given how many stores we have, is kind of true. If you hit a sliotar in any parish, the odds are that it will land near a Centra!
SfB: Does that track particularly well with the Centra estate, as opposed to SuperValu? Especially in rural areas and the hurling strongholds?
DO’M: That’s a fair point. There are probably 10 to 15 counties that are really immersed in hurling, and others not as much.
But the sport itself has become so exciting over the years that it draws people in—regardless of county. All our retailers contribute to the sponsorship. Even those outside of hurling strongholds, like Sligo or Mayo, are just as passionate.
Maybe Cork is a little more fired up this year, but it’s a national sponsorship that resonates everywhere. It’s a huge source of pride. Our store owners attend games, and seeing that Centra branding in Croke Park or any major ground? It’s a badge of honour.
SfB: Is that a big part of the value for the retailers—access to tickets and that connection to the sport?
DO’M: Absolutely. There are multiple elements to it. We’re not a brand that needs help with awareness—everyone knows Centra. This is more about reinforcing our community credentials.
Tickets are a big part. Not only do our retailers love going to games, but we also became a ticketing partner for the GAA a few years ago. That’s been a huge success—it drives footfall into our stores.
SfB: I always liked that—that the sponsorship isn’t just about branding, but something more mutually beneficial.
DO’M: Exactly. The branding is important and we put a lot of thought into it. But what’s rare is a sponsorship that can be directly linked to real transactions.
It took us a few years to get the ticketing system right, but it works. And while we don’t make massive profits from ticket sales, that’s not the point. It’s about people being able to walk into their local Centra and get a match ticket. That matters, especially in rural areas.
The value isn’t just in euro signs—it’s in being part of the community. That’s the real reward.
SfB: The retail space is competitive—SuperValu in football, Aldi in rugby, Lidl in ladies football. Gaelic Games clearly works.
DO’M: It really does. And we definitely watch what others are doing—it’s smart to learn from good sponsorships.
But Gaelic Games are really the gold standard in Ireland. I’ve been working with Centra and SuperValu for nearly 20 years, and when this sponsorship became available, we jumped on it—for both brands.
Centra and SuperValu both saw the value. And that long-term mindset is something we’re proud of. Just like our Tidy Towns sponsorship, which we’ve done for over 25 years—this is about long-term investment in communities.
Recently, Jarlath Burns, the GAA President, spoke at our retailer conferences in Killarney. He pointed out how aligned our organisations are—community, family, local impact. It’s a natural fit.
SfB: It’s unusual, though, having both brands in the same family sponsoring Gaelic Games. Do you tic-tac between them, or do you keep it all separate?
DO’M: We keep them separate. Each has its own marketing team. There’s a bit of healthy competition, which is good, but they do learn from each other too.
They serve different roles. Centra is more the local convenience store, while SuperValu competes in the big supermarket space. Hurling and football are different beasts, so our approaches reflect that.
SfB: I know Musgrave has strong Cork roots. But your branding is blue and yellow—so Clare’s win last year must’ve been special?
DO’M: Very. Mark Rogers, who plays for Clare, is actually the son of one of our Centra retailers. Having him on the pitch that day made it all the more meaningful.
He’s here today at the launch too. There’s a lot of pride in that. I’m from Waterford myself—we’ve had our ups and downs, but we’re still in the mix most years.
SfB: National champions at the weekend too!
DO’M: Not too bad! Over the years it’s been interesting watching the rise and fall of teams—Clare and Limerick were nowhere when we started this sponsorship. Waterford were strong. Now look at the shift.
That’s what keeps the championship—and the sponsorship—so engaging. It gives our retailers across different counties a reason to rally behind it, year after year.
Further Reading for Sport for Business members:
New GAA+ to Show 40 Live Championship Matches in 2025
SPORT FOR BUSINESS PERSPECTIVE
Finding new ways to connect a sport with your consumer audience can sometimes get over complicated. Knowing the basics of why it matters, and riding the wave of popularity that has its peaks and troughs takes patience and a knowledge of when to dial things up.
WHAT’S UP NEXT?
The Leinster and Munster Hurling Championships get started this weekend.
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