Wellness & NutritionAYA Supplements × Kerry Ladies — Official Team Partner
AYA Supplements became Kerry Senior Ladies' official 2024 partner, combining tailored nutrition support with fan-facing promotions and digital activation.
Overview
The campaign
AYA Supplements partnered with Sport Endorse to become the official brand partner of the Kerry Senior Ladies for the 2024 season. The programme combined team-wide nutritional support, tailored supplementation with coaching and nutrition staff, and planned fan-facing promotions, events and digital content around one of Ireland's leading women's Gaelic football teams.
The challenge
AYA Supplements wanted a credible route into elite women's sport that connected its nutrition range with real performance, recovery and wellbeing needs. A simple logo placement would not have been enough. The brand needed a partnership with an established team, a clear performance rationale and a structure that could support both athlete use and wider consumer engagement throughout the season.
The challenge was also operational. Team partnerships involve multiple stakeholders, including management, coaching staff, nutrition personnel, commercial contacts and athletes. The activation therefore required a partner able to broker the relationship, align expectations and create a programme that made sense both to AYA as a healthcare and nutrition brand and to Kerry's high-performance environment.
The Sport Endorse solution
Sport Endorse brokered the partnership between AYA Supplements and the Kerry Senior Ladies for the 2024 season, securing official brand-partner status for AYA. The public partnership announcement confirmed that AYA would provide nutritional products formulated to support peak performance, recovery and overall wellbeing, while working with the team's coaching and nutrition staff to tailor supplementation strategies to athlete needs.
The partnership was designed to operate beyond the dressing room. AYA also committed to engaging Kerry supporters through product promotions, fan events and digital content, giving the collaboration both a performance-support layer and a consumer-facing activation layer. This created a regional platform through which the brand could build relevance with athletes, supporters and the wider women's-sport audience.
Internal HubSpot records independently confirm the commercial relationship. The Deal "AYA Supplements partner Kerry Senior Ladies" was created on 4 January 2024, owned by Trevor Twamley and associated with Aine Devlin and Uniphar. The CRM record does not contain additional campaign-performance metrics, and no matching opportunity was found in the Sport Endorse Admin Panel, so unverified reach or engagement figures have not been added.
Athlete fit
Kerry Senior Ladies offered AYA a particularly strong fit because the partnership placed a pharmacy-focused nutrition brand inside an elite team environment where recovery, preparation and sustained performance were everyday priorities. Rather than relying on a single influencer, the brand could support a full senior squad and work with the people responsible for athlete preparation.
The timing also gave the partnership strong sporting context. Kerry entered 2024 after back-to-back All-Ireland final appearances and later won the TG4 All-Ireland Senior Championship in August, securing the county's first senior title since 1993. That championship success should not be attributed to the sponsorship, but it demonstrates the elite competitive environment in which the AYA partnership operated.
Deliverables
- The available records confirm the core partnership and product-support framework. Public materials also describe several fan-facing activation formats as part of the agreement; individual execution metrics for those formats were not available in the CRM.
- Official brand partnership between AYA Supplements and Kerry Senior Ladies for the 2024 season, brokered by Sport Endorse.
- Nutritional product support for the Kerry senior footballers, focused on performance, recovery and overall wellbeing.
- Collaboration with the team's coaching and nutrition staff to tailor supplementation strategies to athlete requirements.
- Brand positioning inside an elite women's Gaelic football environment with direct relevance to sports nutrition and recovery.
- Fan-engagement programme announced across product promotions, fan events and digital content.
- Ongoing stakeholder coordination through Sport Endorse, with the partnership recorded and managed in HubSpot.
Results
No campaign-specific impression, engagement, content-view or sales-lift figures were available in the records reviewed. The sporting result above is included only as season context and is not presented as an outcome caused by the sponsorship.
“AYA Marketing Manager Aine Devlin framed the partnership around athlete performance and credible nutrition support: "We are passionate about empowering athletes to achieve their full potential through superior nutrition." - Aine Devlin, Marketing Manager, AYA Supplements”— Darragh Long, Kerry Ladies Team Manager
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