Sports Direct announced as new partner of KPMG Women’s Irish Open

Sports Direct Unveiled as New Partner of the 2022 KPMG Women’s Irish Open 7/9/2022 Pictured is Irish international golfer, Aideen Walsh Credit ©INPHO/James Crombie

Sports Direct has teamed up with Irish International golfer and Dromoland Golf Club member, Aideen Walsh, as the brand is today unveiled as new partner of the 2022 KPMG Women’s Irish Open. Walsh, the Sports Direct ambassador for the tournament which takes place in Dromoland Castle from September 22nd – 25th, announced the launch of their new ‘Get A Grip’ campaign to support the partnership.

The ‘Get A Grip’ campaign calls on the Irish public to join Sports Direct on the journey to the KPMG Women’s Irish Open and gain a greater understanding of golf, and particularly women’s golf, in the lead up to and during the tournament. As part of the campaign, Sports Direct will sponsor a Pro Am team led by Walsh ahead of the tournament. Other planned activations will aim to bring the experience to life for the general public including a Sports Direct presence at the public village at Dromoland Castle throughout the tournament.

Sports Direct’s venture into women’s golf in Ireland is a further extension of the brand’s overall strategy to promote Equal Play for all women in sport. Sports Direct understands the power and positivity of participation in sport and is committed to mobilising its customers to embrace physical activity through sport while ensuring that all women have equal opportunities in order to make this current era of sport a fairer and more equal one for all.


Speaking at today’s announcement, Leonard Brassel, Managing Director, Sports Direct said: “At Sports Direct, we firmly believe in equal play across all sports so we are very excited to be part of this fantastic event and to be involved with women’s golf in Ireland for the first time. There is no doubt that female golfers in Ireland are gaining momentum and we are proud to be supporting them on what is sure to be a ground-breaking and historic journey, where they showcase their talent in the beautiful setting of Dromoland Castle. We look forward to welcoming new golf fans to our stores nationwide as they get a grip on this month’s KPMG Women’s Irish Open!”

Eamonn O’Donnell, Director of Golf, Dromoland Castle said: “We are delighted to welcome Sports Direct as a partner for the KPMG Women’s Irish Open, and excited that this partnership marks a first for the brand in women’s golf in Ireland. Sports Direct is a very active and vocal brand in women’s sport, so it’s fitting that they join us for the return of the tournament after 10 years, and we are looking forward to seeing this partnership in action as we build towards the 22nd September 2022.”

Amateur Golfer and Sports Direct ambassador, Aideen Walsh said: “I am really excited to team up with Sports Direct for their ‘Get A Grip!’ campaign ahead of the KPMG Women’s Irish Open.  It’s fantastic to have this historic tournament back at a time when Irish golfing talent is making a global impact.  We have the best supporters in the world here in Ireland and campaigns like this help to ensure equal support for all across sports and now in particular, golf.”

Today’s announcement follows on from Sports Direct’s previously announced investment in sport in Ireland in recent years, most notably their sponsorship of Cork GAA, the LGFA’s Gaelic4Mothers&Others programme and a host of local grassroots GAA clubs nationwide.

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