SuperValu has announced a five-year extension to its sponsorship of the GAA All-Ireland Senior Football Championship, marking 20 years of partnership and reinforcing its long-standing commitment to Irish communities. The announcement coincides with new research showing record levels of inclusivity and diversity within GAA clubs across the country.

According to research conducted by Amarách, 80% of GAA members say their club welcomes people of all backgrounds—the highest level since SuperValu launched its #CommunityIncludesEveryone campaign in 2020. The study also found that 78% of members believe diversity is truly accepted within their clubs, and 75% agree that everyone has equal opportunity to take part in Gaelic Games.

The findings highlight the GAA’s growing role as a force for positive social change, with almost two-thirds of the public saying diversity within their local club contributes to greater diversity in the wider community.

Over 70% of respondents emphasized the importance of allies and advocates within the GAA in fostering a more inclusive environment. Two-thirds credited initiatives like #CommunityIncludesEveryone for having a positive impact not just within the GAA, but across broader society.

To mark the sponsorship milestone, SuperValu has launched a nationwide search for Ireland’s “Most Welcoming Club.” GAA clubs are invited to share stories of inclusion for a chance to win one of four €1,000 cash prizes, a training session with Kerry star David Clifford, and a nutrition workshop with performance nutritionist Daniel Davey. The competition opened on April 30 and details are available on SuperValu’s social media platforms.

The campaign launch was supported by several high-profile figures from the GAA, including David Clifford, Dublin’s Niall Scully, Armagh’s Jemar Hall, Galway’s Cillian McDaid, Cork players Micheál Martin and Hannah Looney, Clare’s Ikem Ugwueru, and referee David Gough. The group gathered at SuperValu Páirc Uí Chaoimh to show solidarity for the inclusivity message.

SuperValu Managing Director Luke Hanlon said the renewed partnership goes beyond sport. “This is about celebrating shared values and supporting the people and communities that make Ireland great,” he said. “We’re proud of the progress made over the past five years through our Community Includes Everyone campaign, and of the many individuals across the GAA who are helping make the sport more welcoming and inclusive.”

GAA President Jarlath Burns welcomed SuperValu’s renewed commitment, calling it a “significant investment” that reinforces core GAA values such as respect and inclusivity. “It is heartening to track real progress as seen in this latest research,” he said.

 

Further Reading for Sport for Business members:

Dive Deeper into our coverage of Gaelic Games in partnership with AIB

SPORT FOR BUSINESS PERSPECTIVE

The SuperValu extension follows that of Centra in recent weeks on the Hurling Championship, and confirms the GAA as an organisation that delivers for long-term partnership.

WHAT’S UP NEXT?

Our Thursday Interview on April 17th is with Des O’Mahoney, Marketing Director of Centra for insight on the partnership

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