Sports Direct Extends its successful partnership with Cork GAA


New Cork GAA training kits launch exclusively with Sports Direct on November 2nd Sports Direct is extending its current 5 year partnership with Cork GAA to 8 years. The partnership has proven to be one of the most successful in Irish sports sponsorship in recent years, and this extension reflects Sports Direct’s belief in the future of Cork GAA.

The deal will include the continued sponsorship of the Cork Senior hurling and football teams as well as the Minor and U20 teams. The Sports Direct name and branding will be emblazoned across the new training kit for the 2024 season, which is also being launched this week.

The eye-catching red and black jersey features lightning strikes all over and will be available across multiple age groups. As the official retail partner of Cork GAA, the new kits will launch on November 2nd next, with exclusive sales in Sports Direct’s six Cork stores.

The tagline for the new campaign is “Train. Transform. Triumph” as Cork GAA asks people if they have what it takes to train for their county.

Marc Sheehan, Chairperson Cork GAA, said; “We are very excited to be extending our partnership with Sports Direct which has had a really positive impact for Cork GAA. Having the backing of Sports Direct lets us embark on our future journey with confidence and the belief that our training programmes are helping to transform our players into triumphant stars of GAA and we hope that we can give our fans something to get excited about. We are delighted now to launch our new training kit which incorporates a very unique design for Cork GAA and one that I hope will be well-received by both players and fans. The lightning strikes represent the power of our players and the strength of our teams as they face future challenges over the next season.”

Leonard Brassel, Managing Director of Sports Direct Ireland said; “We have been extremely proud of our partnership with Cork GAA both on and off the pitch and are delighted to extend the current partnership to eight years. The seamless collaboration with Cork GAA has helped us to champion the legend in everyone and while we support both codes across six teams the supporters are equally important to us. We understand the fans’ passion and commitment to the game and county which is brought into the
unparalleled design of the latest training kit. We are equally as ambitious as Cork in the success of this partnership.”

The new Cork Kit, manufactured by O’Neills, goes on sale exclusively in Sports Direct Stores or online at and on Thursday, November 2nd, 2023. Sports Direct has six stores in Cork.