GAA and GPA launch co-owned nutrition brand with Nuvion

The GAA, the Gaelic Players Association (GPA) and Nuvion Nutrition have launched Cróga, a new Irish sports nutrition brand developed specifically for Gaelic games through a long-term commercial partnership. The initiative extends beyond a conventional sponsorship agreement by introducing a co-owned brand that combines product development with revenue generation for the wider Gaelic games community.

Sport for Business reported that Cróga has been developed by County Meath-based Nuvion Nutrition in partnership with the GAA and GPA. The organisations said a portion of proceeds from every product sold will be reinvested to support inter-county players, grassroots Gaelic games and communities across Ireland.

The launch marks the first co-owned brand between the GAA and GPA. The initial product range includes whey protein, collagen and creatine, all manufactured in Ireland, carrying the Guaranteed Irish mark and available through the Cróga online platform.

A central feature of the range is its Informed Sport certification. Every product is batch tested for more than 250 substances banned in sport using ISO/IEC 17025 accredited methods through UK-based laboratory LGC, providing an independently verified quality assurance process for athletes.

Tom Parsons, GPA CEO, said: “The welfare of our players and the strength of our games are at the heart of everything we do, and Cróga brings both of those together. While Gaelic players have never been more knowledgeable about the link between nutrition and performance, Cróga has been formulated specially for our games, which is a unique feature of this brand. We’re very pleased to be part of this special collaboration.”

Peter McKenna, GAA Commercial Director, said: “Cróga means players get a product that is high-quality, Irish-made and independently tested to the highest international standard. And, as a brand co-owned by the GAA/GPA, Cróga is designed to give back to Gaelic games. We see this as a long-term partnership and one that will support the nutritional welfare of players and the strength of our games for many years to come.”

John Cunningham, co-founder of Nuvion Nutrition, said: “For over 20 years, our team has been producing Informed Sport-accredited nutrition and foods for special medical purposes. At our facility in Co. Meath, we have the expertise and the standards. What we wanted to bring to Cróga was a product made in Ireland, formulated in partnership with the GAA/GPA, and built for the players who give so much to our national sports. This is a true partnership.”