Ireland is renowned as the land of a hundred thousand welcomes and our culture is at its strongest when everyone is included.
SuperValu, with its 220 grocery retail outlets, and the GAA, boasting over 1,600 clubs, are undeniably the lifeblood of local Irish communities and are passionate about making them more inclusive.
In 2021, SuperValu, proud sponsor of the GAA Football All-Ireland Championship since 2010, decided to leverage its GAA sponsorship to foster wider societal inclusion.
Under the “Community Includes Everyone” Campaign the essence of the sponsorship partnership pivoted from championing communities to championing diversity and embracing inclusion within local communities.
The strategic vision was clear-cut by 2025 we would, working together, increase diversity within the GAA membership by 30%, which would in turn enhance inclusion in Irish communities.
The campaign was championed by diverse GAA role models and GAA allies who told their stories and shared their experiences of the power of inclusion. It underscored that united community actions can truly drive inclusiveness, while motivating the broader public to endorse this inclusionary ethos.
Since its inception, the campaign’s influence has been deeply inspiring. The diversity of membership within the GAA, encompassing members from different ethnicities, sexual orientations, and abilities, has increased from 12% in 2021 to 15% in 2023. This 25% growth marks notable progress towards the 2025 target of 30%.
Those familiar with the campaign hold more positive brand perceptions, with an average 10 percentage point difference to those unfamiliar, which indicates the campaign has elevated SuperValu’s image.
