Over two million people in Ireland watched some part of each Republic of Ireland game at the Euro 2012 Championships.  Somewhere between 20,000 and 30,000 travelled to Poland to experience the event in person.
This swell of enthusiasm needs be captured by domestic soccer before it fades into a distant memory, and if only a tiny percentage are encouraged to sample life at an Airtricity Premier League ground it will have been worth the effort.
The opportunity exists now.
Here are six ways in which Sport for Business believes it is possible:
1. The UEFA Champions’ League and Europa League fixtures involving Shamrock Rovers, Sligo Rovers, Bohemians and St Pat’s can be collectively branded under a ‘Spirit of Sopot’ banner with one or more of the following initiatives applied collectively or individually.  Creating a shared identity around a continuation of the European adventure will help to connect the Polish experience with the clubs and at least get people to try.  Work together to make something bigger and ask Airtricity to help along the way.  If next week’s games are too soon, extend the life of the campaign by following each of the four teams as far as they go.
2. Each of the four clubs could offer free or discount admission to any fans arriving on the night with a programme from any of the three matches in Poznan or Gdansk.  Yes there will be some lost revenue from fans that would otherwise have paid but the gesture will lock in their loyalty and enable them spread the word to fellow travellers on the Rocky Road to Poland that might be experiencing Irish club soccer after a long break or even for the first time.
3. Invite Polish local residents to the game for free on production of a passport.  The Poles threw open their country to our fans and there is a significant Polish community here that enjoys soccer as an international sport.  Are the clubs reaching out to that community?  Make a big thing of it, invite those who come onto the pitch before the game to thank them on behalf of their country.  Hospitality and friendship breeds fierce loyalty.  Promote the initiative through Polish community groups and stores.
4. Clubs can run a social media competition for pictures taken among the fans in Poland, perhaps restricting it to those who were sporting club colours.  Sligo Rovers sponsors Connolly’s Volkswagen could make this local and relevant by incorporating a prize for the best picture of a VW camper van, tying their brand to the experience, linking heritage and the present.  Prizes could include Polish themed material.  Clubs should approach Polish businesses or brands for this. Don’t ignore the Polish Tourist Board which spent money in advance and will be similarly looking to capitalise on the country’s connection now with soccer in Ireland. Start our own twitter campaign under the hashtag #COYBIE Come on you Boys in Europe and see if we can capture some of the magic that was evident through #COYBIG over the past few weeks
5. The reality is that beer was a recurring theme for those who went and those who watched.  Care needs to be taken in promotion but every club will have a local Aldi or Lidl that stocks Zywiec or a similar Polish beer brand.  Clubs should approach the stores to see what joint promotion could be undertaken quickly and effectively to promote the games in store, in an area that will appeal to fans.
6. Approach the FAI main sponsors to see what they would be interested in by way of extending the ‘tail’ of their involvement with the Championships. Carlsberg is an official sponsor of the FAI and of Euro 2012.  Ask for an association and promotion of the ‘Spirit of Sopot’ games through the Carlsberg social or even mainstream marketing channels.  Boylesports are the official betting supplier.  There is little football on over the period of these matches and they may be interested in running promotions through local stores or even at the games.
Don’t just think about this, make it an opportunity to promote our domestic clubs and grow the audience of people who love the sport but look elsewhere for their heroes and their colours.
Sport for Business is willing to facilitate any group of clubs, sponsors or fans that believe this to be a worthwhile undertaking.  Contact me through Sport for Business if you think it is worth the effort.
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