Food & DrinkSuperValu × Boidu Sayeh & Shairoze Akram — #BringItOn Inclusion
SuperValu partnered with Sport Endorse to source authentic GAA ambassadors who brought credibility and representation to its nationwide #BringItOn inclusion campaign.
Overview
The campaign
SuperValu partnered with Sport Endorse to source authentic GAA ambassadors for its nationwide #BringItOn campaign, celebrating diversity and inclusion across Gaelic Games through connecting directly with Boidu Sayeh and Shairoze Akram, athletes whose personal stories embodied the campaign's purpose . All managed seamlessly through our digital platform.
The challenge
As title sponsor of the GAA All-Ireland Senior Football Championship, SuperValu wanted to evolve its sponsorship beyond traditional match-day visibility and champion a broader social purpose.
The objective was to demonstrate that Gaelic Games belong to everyone, regardless of ethnicity, nationality or background, while reflecting the changing face of modern Ireland. Achieving this required more than selecting well-known athletes-it demanded ambassadors whose lived experiences genuinely represented the campaign's message.
Finding athletes with authentic stories, proven sporting credentials and strong community influence can be a time-consuming process involving multiple agencies, negotiations and manual outreach. SuperValu required an efficient, trusted solution to identify ambassadors who aligned naturally with both the campaign's values and the GAA community.
The Sport Endorse solution
Using the Sport Endorse platform, SuperValu sourced two outstanding ambassadors Boidu Sayeh, and Shairoze Akram, whose journeys into Gaelic Games perfectly reflected the campaign's objective of promoting inclusion through sport.
Sport Endorse streamlined the ambassador sourcing process by enabling the brand to identify suitable athletes, assess authentic brand fit and manage talent engagement through a single platform.
The selected athletes became central figures within the wider integrated campaign, appearing across television, digital, social media, outdoor advertising and PR activity as part of SuperValu's national #BringItOn launch.
The campaign was developed alongside TBWA Ireland and supported by a media investment exceeding €1 million, ensuring widespread national visibility during the GAA Championship season.
Athlete fit
Authenticity was fundamental to the campaign's success.
Boidu Sayeh and Shairoze Akram were not selected simply because they played inter-county football. Both athletes represented the growing diversity within Gaelic Games and demonstrated how sport can foster belonging, opportunity and community integration.
Their stories challenged traditional perceptions of who plays Gaelic Games while remaining deeply rooted in the values of local GAA clubs.
Rather than creating a conventional endorsement campaign, SuperValu placed genuine lived experience at the heart of its storytelling-making the campaign both credible and culturally relevant.
Deliverables
- Identification and sourcing of campaign ambassadors through Sport Endorse
- Athlete vetting and brand suitability assessment
- Ambassador contracting and campaign coordination
- National television campaign featuring selected ambassadors
- Multi-channel digital and social media content
- Outdoor advertising across Ireland
- Radio campaign
- National PR launch and media interviews
- Image licensing and campaign usage rights
- Integrated ambassador support throughout campaign delivery
“Community means including everyone. Through our partnership with the GAA, we wanted to celebrate the diversity already enriching Gaelic Games while encouraging even greater participation across communities throughout Ireland.”— Ray Kelly, Marketing Director, SuperValu "What SuperValue are doing are so important. To bring communities together, bring people who don't feel like they're a part of the community into the community." "It's great to have someone to look up to and to see them just like you and aspire to be just like them as well" Boidu Sayeh, Westmeath Senior GAA Football Team "SuperValues partnership and campaign this year is really going to help push it on like Gaa are improving, the work J Tavros is doing it's slowly getting coaches and players educated and it's slowly coming about and it's good to see" Shairoze Akram, Mayo Senior GAA Team
Run a campaign like this
Tell us your goal — we'll show you the athletes, the process and the reporting on a short demo.
Book a Demo