There are many reasons for business to develop a relationship with sport but few can be as powerful as the emotional affinity it generates.
A short piece written anonymously by a member of the Tyrone Gaelic football travelling party that lost to Kerry in Killarney last weekend sums up how sport and those who follow it can create memorable moments.
“Long after the thousands had left Fitzgerald Stadium last Saturday evening our Tyrone team was getting ready for a bitter journey home. Around 500 Kerry people remained outside the changing area – men and women, old and young. As our people started to board their coach a ripple of applause met them. That ripple grew and grew and for long minute after long minute just went on and on and on.”
“When Mickey Harte appeared, a cheer of support went up. As the coach headed down through Killarney hundreds on the pavements took over where the others left off, warmly applauding Tyrone. There is no doubt that Ireland lost a lot and took a lot of wrong turns in the last few years. But if you wanted your faith in decency, respect, honour and dignity restored, then Killarney at about eight o’clock last Saturday evening was the place to be.”
“Inspirational. Unforgettable. Classy.”
The Tyrone team is sponsored by Target Express which has a fleet of 500 vehicles delivering goods from 23 depots around Britain and Ireland. This was a fine example of how sport can deliver at a very human level.
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