Batchelors signs three-year sponsorship deal with GAA and GPA

Irish food brand Batchelors has entered a three-year partnership with the Gaelic Athletic Association and the Gaelic Players Association, becoming the Official Beans Partner of the organisations in a new FMCG sponsorship agreement.

Sport for Business reported that the deal connects two long-established Irish organisations and will see Batchelors activate across retail, digital and social channels as part of a nationwide campaign linked to Gaelic Games.

The partnership highlights continued commercial interest from consumer brands in Gaelic Games, with activations planned across in-store promotions, online engagement and supporter competitions targeting a mass-market audience.

Batchelors, produced in Cabra, Dublin since 1935, is one of Ireland’s most established household food brands and operates as part of Valeo Foods Ireland, which employs nearly 500 staff nationwide.

Eimear Gorman, marketing director at Valeo Foods, said: “Batchelors is incredibly proud to partner with the Gaelic Players Association and the GAA.”

She added: “As Ireland’s number one baked bean brand, Batchelors has been a staple of Irish cupboards for over 90 years, providing families and athletes of all ages and levels with the fuel they need to meet challenges both on and off the pitch.”

GPA chief executive Tom Parsons said the partnership reflects continued support for inter-county players from Irish brands, while GAA commercial director Peter McKenna said the agreement offers opportunities to engage supporters nationwide through branded activations.

The sponsorship reinforces the role of Gaelic Games as a key platform for FMCG brand visibility and integrated marketing campaigns across Ireland’s sporting and retail sectors.

Read the full report for details on Batchelors’ three-year GAA and GPA sponsorship deal, including activation plans, branding strategy, and the commercial significance of FMCG partnerships within Irish Gaelic Games.