Martin O’Neill and Roy Keane brought a sense of humour and one of expectation last night when launching the FAI and 3‘s new Club Ireland initiative.
The pair were interviewed by Matt Cooper at the Bord Gais Energy theatre in a 90 minute ‘clear the decks’ slot on Today FM’s Last Word programme which capitalised on the renewed enthusiasm for international soccer following the World Cup.
They covered Keane’s decision not to travel to Brazil with ITV – “It’s not the first World Cup I’ve missed”, O’Neill’s views on playing against Scotland at Celtic Park “The wee man (Strachan) managed there as well you know. It will be a special occasion.”
There was also some great interaction between the three including one moment of the Keane stare when Cooper asked about how he would manage his dual responsibilities at Aston Villa and with Ireland “I’ll get up at 6-30 and go to work, is that what you want, a schedule of my every day?…”
Club Ireland
The real purpose of the evening though was to unveil in public the new Club Ireland initiative developed by the FAI with strong input from the Aviva Stadium, 3, and research among key supporter groups including especially those who had previously bought ten year tickets.
“We have spent time learning about the fans’ experiences and tailoring a package which will appeal,” FAI Commercial Director Max Hamilton told Sport for Business.
“Club Ireland gives a ten year guarantee of seats for every Ireland game at a cost which will average €82 and which will deliver a service worth many times that.”
Sentiment will clearly be swayed by the performance of the team and commercial departments can have little influence over that but there was a palpable sense of hope and enthusiasm among the specially invited audience of 200 fans, business leaders and media at last night’s event.
“They are a class act,” said Eoin Conroy of Titan Marketing, “and they do give you a sense that the good times might be possible again.”
Successful
John Delaney spoke to the group before The Last Word show and spoke of how a successful soccer team can energise the nation in a way that no other sporting group can.
“I love hurling but a Cork Vs Kilkenny All Ireland or even a winning Irish Rugby team does not stop the nation like we have seen the soccer team is capable of in 1990, 1994 and 2002.”
Club Ireland will go on sale this morning at a cost of €4,933 for a ten year ticket. This gives access to seats in the central premium level and a significantly improved match day experience including exclusive bars, priority queuing and dedicated customer experience facilities before and during games.
Memorable Experience
It also provides for access to a unique ‘Play at the Aviva’ annual five a side tournament, and exclusive opportunities to see training sessions with the Irish team that will deliver the kind of memorable experience that we believe is critical to any relationship between sport and business.
Additional discounts on away tickets, merchandise and other FAI services are as good as one might expect but there is an additional twist which we like, combining other sponsors into the mix.
As part of the Club Ireland deal you can obtain 50% discount on DHL International Shipping which for many businesses might actually turn high quality sports entertainment into a zero sum game.
“We have built a package of benefits that goes way beyond a seat at the game and we have done so through listening to where our supporters told us, in sometimes forthright manner, where there were gaps,” added Hamilton.
“Our season ticket sales are on target and this new departure for long term corporate and individual fans will help to secure the funding that is needed to deliver quality players through grassroots that will feed into great days and nights of football in the future.”
Euro 2020
Another key element of the attraction for corporate supporters will be the inside track on hospitality around the Euro 2020 Finals which are likely to be partially hosted at the Stadium. A decision on whether the FAI’s bid to be a host city in six years time will be announced in September.
A win away to Georgia in the opening fixture of France 2016 qualifying at the beginning of that month will raise expectation again that Irish soccer at the senior level could rekindle the glory days and who wouldn’t want to be a part of that?
