Fulfil secures title sponsorship of GAA Under-20 Hurling Championship

Fulfil has signed a three-year sponsorship agreement to become the new title sponsor of the GAA Hurling Under-20 All-Ireland Championship, marking a major move within Ireland’s sports sponsorship market.

The deal places the functional snack brand at the centre of one of the GAA’s most important development competitions, reinforcing its strategy to build stronger ties with Irish sport while continuing its international expansion through Ferrero.

The partnership, which runs until 2028, begins with the 2026 championship season. Fulfil will support players, supporters, and communities across the competing counties while deepening its visibility in a competition widely viewed as the link between underage success and senior inter-county performance.

The agreement forms part of Ferrero’s broader investment in the Irish market, with Paolo Cantini, Head of Marketing UK and Ireland, describing the sponsorship as a meaningful step in strengthening the brand’s positioning.

The championship has produced some of hurling’s standout figures over several decades and continues to shape future county-level performers. Fulfil’s involvement aligns the brand with a competition recognised for developing elite talent and attracting strong nationwide interest. Ambassadors Barry Walsh and Walter Walsh attended the launch, reflecting the championship’s continued profile within the sport.

Richmond Marketing will lead delivery of the partnership. Managing Director Barry Connolly highlighted the opportunity for Fulfil to build on its Irish heritage, noting the brand’s progression from a 2016 start-up to a major player in healthier snacking across Europe. He added that the sponsorship further embeds Fulfil in Irish communities through direct support of emerging players.

GAA President Jarlath Burns welcomed the agreement, noting that support from commercial partners helps sustain player pathways and strengthens the wider organisation.

Continue reading the full story to explore the complete sponsorship agreement.