Flahavan’s extends cross-country league sponsorship into 20th season

Flahavan’s has returned as title sponsor of the Athletics NI Primary School Cross Country League for a 16th consecutive year, as the competition marks its 20th season, showing how a long-running title sponsorship keeps an oat brand in front of more than 5,000 runners aged 9 to 12 from over 150 schools across Northern Ireland. The league was launched at the Mary Peters Track in Belfast, and the 2026-27 season will run over three rounds across six regions, with a final in early 2027 to decide the overall winners.

Flahavan’s is a family-owned oat miller based in Kilmacthomas, Co Waterford, milling oats since 1785 and now run by seventh-generation owner John Flahavan. It sells more than 50 oat-based products in 20 countries and reported turnover of €29.3 million in 2022.

Athletics NI is the governing body for athletics in Northern Ireland, and organises the Primary School Cross Country League for children aged 9 to 12.

Kirsti Foster, the league’s 2026 ambassador, said the league played a massive role in her early development, giving her the chance to compete regularly and grow in confidence, and that she will teach participants about consistent training, staying motivated and fuelling the body with the right nutrition. She and her four siblings have all competed in the league, with her brother Jay winning two years in a row from 2023.

Evelyn McLoughlin, marketing manager at Flahavan’s, said the company is delighted to celebrate 16 years of partnership with Athletics NI as the league marks its 20th season, and that as a family business milling oats in Co Waterford for over 240 years, it has always believed in good nutrition and active, healthy lifestyles.

Flahavan’s is described as Ireland’s oldest family-run food business, according to the European Commission’s Irish representation, which makes a 16-year schools sponsorship a long-term fit with a brand built on nutrition and energy.

For the sector, the league shows how a title sponsor builds a sustained link with schools and families through a long-running competition, pairing branding with an ambassador and nutrition messaging rather than logo visibility alone.

Source: Belfast News Letter / European Commission Representation in Ireland / Wikipedia