Last night was a magical night at the Aviva Stadium and it sets up a year of anticipation ahead of our taking part in next year’s European Championship Finals in France.
Here is a quick look at some of the big winners from qualification…
The FAI
Obvious but worth stating nonetheless. The qualifiers against Bosnia will have netted around €1 million in ‘bonus’ revenue and that will pale alongside the minimum €10 million which qualification will be worth to the Association in terms of income from UEFA.
UEFA
Irish fans lit up the 2012 tournament and the 2015 Rugby World Cup. Major tournaments need character as well as quality and UEFA will be pleased to have Ireland on board. As a host city for 2020 as well, the rise up the rankings will give Ireland a better shot at qualification which is an important element in the success of that tournament’s four games to be held at the Aviva Stadium.
Three
It looks like smart business now for Three to have renewed its sponsorship deal with the FAI last week for €8.9 million over the next five years. The brand will be dropping Irish Rugby after next year’s RBS 6 Nations tournament, to be replaced by rival Vodafone but qualification ensures that Irish soccer will be front and centre stage through the first year at least of the deal.
Other Sponsors
Aside from Three there are 17 other official sponsors and partners of the FAI, all of whom will enjoy a halo effect from association with a team that will be central to sport through the first half of 2016. Umbro will sell more kit; Bank of Ireland open more accounts; Lucozade Sport, Carlsberg and Celtic Pure will sell more liquid; Spar and McDonalds will attract more customers; SSE Airtricity, DHL, Ford, Continental Tyres, Aviva, Nivea for Men, Heatons, EA Sports, Bus Eireann and the Irish Independent will all be celebrating having taken a chance and ensured a front row seat at the biggest game in town.
RTÉ Sport
There are good times, there are bad times, both shall pass. Last week RTÉ Sport’s loss of the 6 Nations was a real blow but having the Republic of Ireland at the Euro’s will send viewing figures, ad and sponsorship revenue soaring and RTÉ Sport will be the only broadcaster with its hand on the button of how we will watch the progress of the tournament.
Ian Mallon
The FAI’s newly appointed Head of Communications will now get to straight away manage media on the biggest stage of all in France next year. It will also be a great opportunity for his team in digital media to experience the best of all the developments in fan engagement, social media, video and more at a time when the tournament they’ll be part of is the biggest show on earth.
City Centre’s
There will be fan zones. There will be a buzz about watching games collectively and city centres in Dublin, Cork, Limerick and Galway will be big winners from a spike in spending as fans who don’t get to France want to make the most of the experience. It didn’t work out in 2012 when poor performance and lashing rain drowned the spirit but let’s hope this is more of 1988, the only other Euro Championship where we qualified for the finals or, dare we dream, like Italia 90′ all over again.
The Irish Women’s Team
If those who experienced the win over Germany and the game last night were to want more, the only qualifier games they can enjoy between now and next year involve the Women’s team. The FAI were advertising the home game against Spain at Tallaght Stadium on November 26th and were they to make that game open to Season Ticket Holders again it would boost the crowd and create real momentum behind their bid.
Ryanair and Aer Lingus
Prices have already risen, as one expects in a supply and demand situation. There are ten venues for the tournament and we will know where Ireland are to be based once the draw is made on December 12th. Flights to Paris on Aer Lingus are still available at less than €100 through the tournament but that will rise sharply once the dates and locations are known. There will be complaints but that’s the nature of ticket sales and it’s by paying more at the highest periods of demand that we get to fly for so cheap at other times.
