Musgrave CEO Noel Keeley, European Tour senior commercial director David Brookes and Musgrave director of corporate affairs Edel Clancy. Photo: Sally MacMonagle
Wholesale and retail group Musgrave has announcd its role as an ‘Official Supporter of the 2027 Ryder Cup’, which will take place at Adare Manor, Co Limerick, in September of next year.
The sponsorship-style deal is reckoned to be worth around €2m to the event, industry insiders say.
The major golf tournament – which sees Europe battle the United States every two years – has tiers of sponsorships and partnerships including global brand deals and on-the-ground tie-ups in markets where the event is taking place.
Musgrave will activate a campiagn across its portfolio of leading brands, including SuperValu, Centra, Donnybrook Fair and Frank and Honest Coffee, tapping into what is expected to be intense Irish interest in the event, set to feature the likes of Rory McIlroy and Shane Lowry.
As many as three milllion people are expected to apply for tickets to the tournament, with around 300,000 actually able to attend what is expected to be one of the largest sporting events ever held in Ireland.
Musgrave CEO Noel Keeley said Ryder Cup 2027 will capture the imagination of his group’s “customers, colleagues and indeed the whole nation”.
“Through our brands, SuperValu, Centra, Donnybrook Fair, and Musgrave MarketPlace, we look forward to bringing the spirit and excitement of the Ryder Cup to life in towns and neighbourhoods across the island of Ireland and are excited to share our plans to do that in the coming weeks,” he said.
Musgrave and the Ryder Cup are also due to announce a series of customer promotions, initiatives and community programmes as part of the partnership across the Island of Ireland. That is likely to be closely watched as a race for tickets intensifies in the run-up to the event.
The Musgrave tie-in follows Irish packaging giant Smurfit Westrock which signed up as a worldwide partner to the Ryder Cup.
Smurfit Westrock, one of the world’s largest packaging groups, will be a worldwide partner for the next three Ryder Cups.
Other worldwide partners for the event include software firm SAP and Rolex.