On Saturday July 8th SuperValu Páirc Uí Chaoimh is to host the inaugural Cork Super Cup where current Scottish Premiership Champions Celtic FC travel to take on Cork City FC.The Cup is a joint initiative between Cork GAA and sports marketing agency Druid Sport to bring another record-breaking mid-summer event to the stadium.

Although only the third ever soccer match to be staged at the historic grounds, and the first competitive men’s game, it is much more than an epic match, lining up two famous clubs of the game. It is also, we hope, the start of a much bigger project that will become a key part of the city’s major events calendar and in time the country. 

To do that we must build the Cork Super Cup brand and what it stands for. For sure, this is an investment with the potential to yield multiple benefits for the stadium, the community, sponsors, the sport, and the players. Creating a strong, recognisable identity has far-reaching impacts that go way beyond the match day itself, helping to foster long-term economic growth, wider fan engagement, and economic benefits estimated at 6 million euros for this weekend alone. Where might that be in a decade with the right curation and commitment behind it?

Benefits to the Stadium and Its Legacy

Of course, this will enhance the profile of the stadium, turning it into more than just a venue for sports but also a celebration of all that Cork has to offer. An annual event of this scale has the power to bring crowds and ticket sales but also secure sponsorships to support costly operations year-round (add number here). Certainly, in the context of repeat business, becoming a recurring occasion has the power to create a lasting tradition, building a key moment for the GAA as it continues to diversify its offering, as a multi sport and entertainment venue.

Engaging the Local Community

Entertainment aside, this event serves to unite people, both local and international. It is already seeding a sense of community pride with some 25,000 tickets sold in the opening week. 

Moments like this also have creative powers for local football, to drive tourism, and provide a boost to surrounding businesses, hotels, restaurants, and retail that enjoy a long tail. This positive economic impact extends across sectors and is expected to generate major “beyond match day” returns, putting Cork on the map to far more exposure. On a grander scale, the 2022 Birmingham Commonwealth Games created revenues of £130 million and enjoyed a 6:1 investment return. The same games in Glasgow 2026 are expected to inject £150 million into the local economy . Different in size yes but the potential to scale must not be in doubt. In football circles, Liverpool’s day match revenue is at some £100 million so why should Cork not dream bigger?

Opportunities for Sponsors

Clearly, naming rights and branding gives sponsors a chance to connect with a 45,000 crowd and far larger numbers from streaming plus pre and post match exposure. As the event grows in prominence, it will offer sponsors the opportunity to build long-term partnerships, creating mutual benefits in terms of visibility, online exposure, and customer loyalty. It’s a unique platform to market products and services not just to local fans, but to an international audience.

Sponsors inevitably gain more than just a one-off advertising opp—they become part of an event's identity, associating their brand with longer term aspirations. Ongoing support helps to sustain the event’s development and expansion, allowing for more enhanced experiences for future fans. 

Advancing the Sport and Player Development

For the sport itself, significant exposure will seed yet more  fixtures. It provides a platform for both emerging and established players to showcase their talents. Players get the chance to perform in a friendly yet high-profile event that distils into recognition and opportunities to be noticed pre-season.

Moreover, the Super Cup can help seed the sport by encouraging youth participation. When young fans see professional players competing, they are more likely to take a lasting interest in the sport themselves. The FAI’s programme works well to improve youth participation and tomorrow’s heroes are today’s juniors, waiting in the wings and watching top players is all part of that education.

City Benefits

For Cork, hosting and branding an event like the Super Cup is an incredible opportunity to showcase its culture, hospitality, and passion for sport. Local food, music, and lots of local attractions can all be tied into the event experience, hospitality being second nature in this part of the world. 

This year marks the inaugural Super Cup event but the hope and ambition is for so much more. By creating a legacy that impacts the stadium, local businesses, the community, sponsors, the sport, and future generations will all be paid dividends of one kind and another.

By leveraging the power of sports to unite and energise the local and global community, it’s an investment that pays as much in the way it shapes community identity as it does financially, fostering different kinds of inspiration and growth for this generation and the next. So yes this is for now an annual event but one with the right intentions, aspiring to make some history and to become an important chapter for Cork and for the love of sport.