It looked like an idea that would capture the imagination at the time and that has certainly proven to be the case.
Last week Bohemian FC announced that they, in partnership with regular shirt sponsor Des Kelly, were giving over the shirt for last Friday’s Dublin Derby against Shamrock Rovers to a special one-off commemorating the life of Aslan front man and Dublin icon Christy Dignam.
Better still they were working with O’Neill’s to produce a fan version that would be on sale for three days only from Friday to Sunday, the profit from which would go to St Francis’ Hospice in Dublin where Dignam was cared for towards the end of his life.
You can never be sure of the demand for a one off like this, and football fans are rarely without the latest shirt but this struck a chord and by Sunday night there had been enough orders placed to clothe the entire sold out attendance at Friday’s cracker of a game.
The deadline was extended by another 24 hours and by midnight last night the amount of money raised for the hospice had exceeded €130,000.
Dignam’s daughter was joined by the whole crowd at half time in the game singing Crazy World and this will be a positive reminder of the singer’s legacy and his special place in the heart of Dublin people.
The shirts are being produced as a one-off run and will not be repeated. Those who bought and made their contribution will be getting them through the post in around five weeks time.
The profit on jerseys is an important revenue stream that Bohs have foregone, though it may be that many of these were bought from outside the normal base.
The exposure which Des Kelly would have gained by being on RTÉ TV on Friday night is also a sacrifice but as we have said before with similar jersey switches, sometimes taking it away for one game for what is a popular cause, actually delivers far more in goodwill and awareness than by the logo being there for one more game.
This was a decision taken quickly, executed incredibly well and touching a nerve with sports fans that will continue to reverberate long after the final notes of Christy singing Crazy World, This Is and Chains have been stilled.
