Retailers keep an eye on the ball

Retailers keep an eye on the ball

Sports sponsorship is proving a good long-term strategy for grocery chains

Over the past week, SuperValu and Centra have launched major activation campaigns around their sponsorship of the GAA All-Ireland Football and Hurling Championships.

They are two of the biggest sponsorships in Irish sport and both brands, together part of the Musgraves retail empire, are locked in for the long term.

They are part of one of the biggest, and cleanest sectors of sports sponsorship, that of the food retailers.

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