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GAA football and the Dragon’s Den TV show may not seem to have much in common at first sight. On the other hand, there are some similarities. They’re both tough and uncompromising. They both have a huge public following. And you have to have that certain something special to come out on top.

Oh yes, and now we’ve brought the two together — or rather SuperValu has. As the 2013 GAA All-Ireland Football Championship campaign kicks off at Croke Park, SuperValu is bringing together some star names with communities and GAA clubs across Ireland. The aim? For fans to pitch, Dragon’s Den-style, for funds for their club.

Community Dragons, is, we think, a fun way to celebrate our long-standing association with the GAA. But beneath the glitz and glamour — supplied by judges Paul Galvin of Kerry, Marty Morrissey of RTE and Gavin Duffy of Dragon’s Den, not to mention a gala dinner at the winning club — there is, we think, a serious point.

SuperValu, like Musgrave as a whole, owes much of its success to the community retail concept. For much of Ireland the GAA is a strong part of the community. That, of course, is why SuperValu is thrilled to be sponsoring the Football Championship for the fourth year in a row. So of course it’s great to give something back, but also to do so in a memorable and innovative way — rather like the contestants Gavin judges on Dragon’s Den. Well, perhaps not all of them…

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