Stars from across the world of Gaelic Games came together in Croke Park yesterday to launch SuperValu’s #CommunityIncludesEveryone campaign.

Now in their thirteenth year of supporting the GAA All-Ireland Senior Football Championship, SuperValu is once again calling on each and every member of GAA communities across the country to do what they can to make their community more diverse and inclusive.

The past two years have shown the value of a strong central point in the community and GAA clubs, as well as those in other sports have done more to bring people together through help and support than any number of matches won.

The captain of the Cork Ladies Football team Máire O’Callaghan was joined by Mayo footballer Padraig O’Hora, three-time All-Star with Kerry David Clifford, leading GAA referee Maggie Farrelly and Collins Ugochukwu, the first Nigerian-born player to play for Laois Senior Football.

Leading Lights

Also in attendance were faces from last year’s virtual launch including Conor Dufficy, a 13-year old amputee who plays Gaelic Football in Moate, Co. Westmeath; well-known autism advocate, Tipperary GAA superfan and broadcaster Kevin Hanley, and referee David Gough of Meath, who has been a leading light for members of the LGBTI+ community involved in Gaelic Games.

As part of this year’s launch, SuperValu commissioned research into diversity and inclusion in the Gaelic Games.

80 per cent of those surveyed agreed that for the GAA to be more diverse and inclusive, it requires role models and spokespeople from diverse communities.

The survey also revealed that almost four in every five Irish people feel a personal responsibility to make communities across Ireland more diverse and inclusive, while an encouraging 72 per cent would be willing to call out an individual if their actions were discriminatory or excluding towards others.


The research, carried out by Bounce Insights, also looked at the stumbling blocks in the way of more diverse and inclusive Irish communities.

58 per cent are afraid of using the wrong terminology when talking about people of diverse ethnicities, genders, sexualities and abilities.

Of this 58%, almost six in every ten people are afraid of offending people by using the wrong terminology, with 10 per cent quoting a lack of education in the area.

78 per cent of Irish people believe more conversation and education on diversity and inclusion is required.

The research ultimately highlights the need for further conversation and education in the space as well as the importance of role models from diverse backgrounds in creating a Gaelic Games community that is open to all diverse ethnicities, genders, sexualities, and abilities, ensuring that all who wish to take part in Gaelic Games can.

“Understanding the unifying power of sport, during our 13 years as sponsors, SuperValu has always leveraged its influence in Gaelic Games for good,” said Marketing Director Ray Kelly.

Diverse and Inclusive

“The benefits of diverse and inclusive communities are something we see in our stores across Ireland every day. That is why we are truly delighted to partner with the GAA to launch our #CommunityIncludesEveryone campaign.”

“It is an honour to give a platform to those here with us in Croke Park today. We hope that their stories can be the inspiration for the start of many more.”

“I would like to take this opportunity to thank SuperValu for their incredibly important work in supporting the GAA to further enhance its work on diversity and inclusion in Gaelic Games,” added Ger McTavish, GAA Inclusion and Diversity Officer.

“Shining a light and platforming role models from diverse backgrounds is a crucial step in achieving inclusive and diverse communities throughout this country. I would also like to pay credit to the heroes with us in Croke Park today, they are a credit to their clubs, counties, communities, and the Gaelic Athletic Association.”


Sport for Business Perspective

Bringing in the stars helps to raise the profile at the national level but this is a partnership which is strongest in every local community where SuperValu exists. Alongside Lidl, Aldi, Gala and Centra, the food retail sector has become a central part of the sporting sponsorship scene, making smart choices and supporting great initiatives.



Sport for Business Partners