Goodfella’s, Ireland’s leading frozen pizza brand, is partnering with the Irish Rugby Football Union (IRFU) as an official sponsor of the Irish Women’s Rugby Team. The alliance marks its first major sporting partnership, and comes at a time when Irish Rugby celebrates its 150th anniversary and gears up for a high profile tournament agenda this year.
Goodfella’s sponsorship will focus on “promoting values of unity, camaraderie and the joy of sharing great moments with friends and family.” The Nomad Foods brand aims to highlight its commitment to supporting Irish culture; helping raise the profile of women’s sport and celebrating the success and potential of the Irish women’s rugby program.
Founded in 1993 in Naas, Goodfella’s frozen pizza ranges include Deep Pan, Stonebaked Thin, Gluten-Free, Takeaway, Garlic Bread, Pizza Pockets. The portfolio was acquired by Nomad Foods in 2018 and slotted into the Birds Eye division.
“Women’s rugby in Ireland has been growing at an incredible pace, and there’s never been a more exciting time to be involved,” said John McCarthy, country manager of Birds Eye Ireland. “Goodfella’s believes that rugby, like pizza, is all about sharing, enjoyment, and celebrating moments with others, bringing people together over great food and good times. The Irish Women’s Rugby team embodies dedication, teamwork and resilience and we’re incredibly excited to support them on their journey and to be part of their story.”
The partnership announcement comes at a time of significant transformation for Goodfella’s, which has recently undergone a major brand redesign, with new packaging, a renewed commitment to quality and nutrition, and bold plans for the year ahead. As part of the new collaboration, Goodfellas will provide supporters and fans with opportunities to engage with the Irish Women’s Rugby team in the lead-up and during the Guinness Women’s Six Nations and tournaments throughout 2025.
