Fair play to the FAI who have put together a number of smart, simple campaigns marketing next February’s Friendly international against Poland at the Aviva Stadium.  The days of matches selling themselves are a distant memory in the current climate but simple thought should see a larger crowd than might be expected.
The splash page on the FAI website is split in two with the left side in English advertising to Irish fans and the right side branded in red and written entirely in Polish appealing to the large community here who will potentially make up the larger section of the crowd.
The match is being viewed as a thank you and a celebration of the ‘Spirit of Sopot’ between fans which was the undoubted highlight of the summer Euro 2012 campaign.
Speaking to fans in their own language is a simple idea but one which is striking to all visitors to the site and deserves to be rewarded.
Tickets for the game are available from a price of €20 but the second round of applause for the Association comes in the shape of their Christmas packages, similarly featured prominently on the website and bundling tickets for the Poland and Austria games with a new Ireland home jersey from Umbro for an inclusive price from €75.
Their is good perceived value, marketed at the right time and cross selling the two main sources of income.
At its best soccer can be immensely powerful, as was seen last night with the advance of Celtic to the group stages of the Champions’ League.  Needing a goal with less than ten minutes on the clock, they won a penalty which Kris Commons blasted in off the underside of the bar with his manager Neil Lennon turned away in the dugout unable to watch.
The crowd scenes showed the depth of passion for the club and will have included more than a few of the fans regularly travelling over from Ireland.  The draw for the last 16 takes place on December 20th and that one goal is estimated to be worth in the region of €10 million to the club.
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