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SuperValu, Centra and GAA: Club Together Initiative

CSR Initiative

Partnership Background

Nationally SuperValu, Centra and the GAA have been working in partnership with each other since 2010. From the very beginning we were all confidant that our partnership would thrive and grow because we shared the same joint purpose to build local thriving and sustainable communities. Through local and national partnerships SuperValu and Centra have invested over €50 million in the development and growth of our beloved national sports since 2010.

Locally GAA Clubs, SuperValu and Centra’s have built strong community partnerships over many years. There is a substantial crossover between retailers and staff being members of GAA clubs and GAA club members being retailers or staff in stores.

COVID-19 Pandemic

The COVID-19 pandemic had a major impact on the day to day lives of everyone in our communities. Those most affected and requiring support were the elderly and vulnerable in our local communities.

SuperValu, Centra and the GAA operate in every community in Ireland, we share a joint ethos to support and protect communities in which we operate to thrive and grow. We had to act quickly and come together locally to support those most in need. 

Our Joint Action Plan

From very initial conversations, both nationally and locally, we all agreed that we needed to act quickly and do what we could to support the elderly and most vulnerable, by getting their basic grocery needs taken care of.

We had to work at pace to deliver a community support solution. At our initial conversation on the morning of the 18th of March 2020, we agreed to work together.

In SuperValu and Centra we pride ourselves on being close to our communities and their shopping habits.

The GAA Community is the heartbeat of many communities and worked with SuperValu and Centra to support the most vulnerable.

Challenges included ensuring that insurance cover for volunteers and garda vetting were in place and adequate.

The initiative focused on two key areas:

  1. Activation: We had to ensure that all involved knew what was needed of them and what their roles and responsibilities were.
  2. Awareness: creating awareness of the support available. The awareness campaign was activated across TV, Press, Radio, Social and a sponsorship of RTÉ Radio Weather.


The Club Together Initiative was activated at pace, from initial conversations to the first delivery of grocery’s happening within ten-days. It was the first time that SuperValu, Centra and the GAA had worked in partnership to deliver a local community support initiative.

Activation on the Ground

Within 48 Hours of the call going out, partnerships had formed between 176 SuperValu’s and 321 clubs and 158 Centra’s and 187 Clubs.

The GAA Clubs who took part in the Club Together initiative, supported an estimated 5,500 Individuals, delivering over 80,000 bags of shopping over the first six weeks of the pandemic.

We are all immensely proud of the results we achieved.

Resources required

GAA club members, SuperValu and Centra’s staff

How have you communicated this activity to the public?

Awareness campaign was activated across TV, Press, Radio, Social and a sponsorship of RTE Radio Weather.


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Published December 2021