GAA stars come together in Croke Park as SuperValu Launch #CommunityIncludesEveryone campaign

  • 82% of Irish people believe it is important for the GAA to promote diversity and inclusion within the sport.
  • 80% agree that for the GAA to be more diverse and inclusive, it requires role models and spokespeople from diverse communities.
  • 58% are afraid of using the wrong terminology when talking about people from diverse backgrounds. 
  • 79% believe we all have a personal responsibility to make our communities more inclusive.

Stars from across the world of Gaelic Games came together in Croke Park today 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.

In Croke Park today to endorse SuperValu’s commitment to bringing on diversity and inclusion in Gaelic Games were Collins Ugochukwu, the first Nigerian-born player to play for Laois Senior Football, leading GAA referee Maggie Farrelly, captain of the Cork Ladies Football team Máire O’Callaghan, Mayo footballer Padraig O’Hora and three-time All-Star with Kerry David Clifford. 

Also in attendance at the famous Jones Road venue were faces from last year’s launch including Conor Dufficy, a 13-year old amputee who plays Gaelic Football, from 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. Interesting, 80% 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 encouragingly 72% would be willing to call out an individual out if their actions were discriminatory or excluding towards others.

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

  • 58% 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% quoting a lack of education in the area.
  • 78% of Irish people believe more conversation and education on diversity and inclusion is required.

While providing many valuable insights, 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.

Speaking at the launch, SuperValu Marketing Director, Ray Kelly, said: “This season marks SuperValu’s 13th year supporting the All-Ireland Senior Football Championship. Understanding the unifying power of sport, during our time as sponsors, SuperValu has always leveraged its influence in Gaelic Games for good. 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.”

Ger McTavish, GAA Inclusion and Diversity Officer, said: “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. 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.”

For more information on the #CommunityIncludesEveryone campaign, and to keep up to date with the GAA All-Ireland Senior Football Championship, follow SuperValu across Facebook, Instagram and Tik-Tok and Twitter.



Notes to the editor:

About SuperValu

SuperValu serves over 2.6 million customers every week and has 221 stores nationwide. Together with its retail partners, SuperValu employs approximately 14,500 colleagues, making it one of the State's largest private-sector employers. SuperValu continues to source locally wherever possible, which helps to sustain 30,000 jobs in the Irish economy.

Building vibrant, healthy communities is at the heart of the SuperValu ethos. Our retail partners are independent, local entrepreneurs based in cities, towns and villages around Ireland. Our retailers live where they work and so they are at the heart of communities in every corner of the country, helping to promote and support the local economy in which they are based.


Bounce Insights

Bounce Insights were commissioned by SuperValu to carry out research on the topic of diversity & inclusion in Gaelic Games. A total sample of 1,061 was achieved. The survey was carried out between Friday May 6th and Monday 9th 2022.