How Zeus Packaging’s Love and Support for the Local Football Team is Building a Global Empire

Brian O’Sullivan started Zeus Packaging in his Cork garage in 1998, funding the venture by selling houses and draining his personal savings. Today, the company employs over 1,300 people across 38 countries, pulling in more than €500 million annually. Zeus operates manufacturing facilities from Spain to Singapore, supplies packaging for everything from pharmaceuticals to premium foods and competes with global giants worldwide.

Yet O’Sullivan just extended his company’s jersey sponsorship deal with Cork City FC for another two years. The Zeus logo will continue sitting front and centre on both the men’s and women’s kits at Turner’s Cross. For a business leader who could sponsor marquee events anywhere in the world, why double down on a League of Ireland club?

The Cork Connection That Never Left

O’Sullivan’s journey mirrors many Irish entrepreneurs who’ve scaled globally while keeping one foot firmly planted at home. Early clients included Baxter Healthcare and Largo Foods, both Cork-based companies that gave Zeus its first break. The founder’s commitment to his origins runs deeper than sentiment – it’s calculated business thinking.

Cork City FC draws crowds of around 4,000 to Turner’s Cross for Premier Division matches, well above the League of Ireland average. Those supporters represent a concentrated slice of Cork’s business community, professionals and decision-makers who see the Zeus branding every time the Rebels take the pitch.

Jersey Real Estate Worth Fighting For

Front-of-shirt sponsorship carries weight in Irish football that goes beyond simple advertising metrics. The Zeus logo appears on every television broadcast, press photo and social media post featuring Cork City. More importantly, it signals local allegiance to a community that values businesses that stick around.

‘We are proud to have the Zeus Packaging logo on the front of the Senior Men’s and Women’s jerseys, especially in front of the home crowd at Turner’s Cross,’ O’Sullivan explained. ‘We look forward to building our relationship further with the club and its fantastic fanbase.’

Cork City owner Dermot Usher recognises the mutual benefit. ‘Zeus Packaging has been an invaluable partner over the last three years,’ he said. ‘Having a successful Cork-founded business like Zeus backing the club not only strengthens our community connections but also reflects the ambition and values we share.’

Community Loyalty Builds Business Wealth

O’Sullivan’s approach differs from typical corporate marketing as companies scale. Rather than abandoning grassroots connections for global glamour, he’s doubling down on community goodwill. Successful global businesses understand that one connection at a time still matters, even when operating across continents.

When Zeus bids for contracts with Cork-based companies or Irish subsidiaries of international firms, the Cork City FC connection provides instant credibility. Decision-makers remember the company that supported their local team when others chased bigger stages.

Kerry Group follows a similar playbook, maintaining strong local connections across 30 countries while operating as a global food giant. The Tralee-headquartered company embeds itself in local cultures and markets, using community relationships as a foundation for international expansion.

Scale Without Losing Touch

Zeus now operates in 38 countries, but O’Sullivan keeps major operations anchored in Cork. The company recently invested in new logistics facilities in the city, creating local jobs while serving global clients. Building lasting business empires requires patience and local market understanding that can’t be replicated through remote management.

Local connections offer market intelligence, talent pipelines and customer relationships that multinational strategies miss. When Zeus expands into new territories, it carries the credibility of a company that honours its commitments at home.

The Cork City FC partnership represents more than sports marketing – it’s a public declaration that success doesn’t require abandoning origin stories. Ryanair built a European empire while maintaining its Dublin identity, using point-to-point routes from secondary airports to serve underrepresented markets across the continent.

The Long Game Pays

O’Sullivan earned recognition as EY Entrepreneur of the Year in 2021, testament to Zeus’s remarkable growth trajectory. The company expanded through organic growth and careful acquisitions, including the purchase of Cosgrave Packaging in 2002 that accelerated its market presence.

Zeus’s revenue jumped from €300 million in 2021 to over €500 million today, with projections targeting €1 billion within the next few years. Smart entrepreneurs who challenge conventional wisdom often find the biggest opportunities hiding in plain sight.

‘We have seen the positive impact this sponsorship has had on the club, and we are excited about being part of the club’s story for the next two years,’ O’Sullivan said, announcing the partnership extension.

His words reflect understanding that brand building requires consistency over time. Cork City’s move to produce jerseys in-house through their Rebel Army Clothing brand demonstrates the club’s own commitment to local identity – a perfect match for Zeus’s community-focused approach.

How many truly global brands maintain genuine local loyalties as they scale? O’Sullivan’s answer suggests the question misses the point. Building authentic business connections amplifies global credibility rather than limiting it. The Cork community’s support helped fuel Zeus’s upward trajectory, and O’Sullivan’s continued investment ensures the engine keeps running for years ahead.