In the second of our four part series looking at the off-field performance of the four Rugby Union provinces we caught up with Munster Commercial Director Enda Lynch on fans, friends, partners and naming rights…
If you were one of the 14,500 Munster Rugby fans who turned out at Thomond Park on Saturday, and the Province knows you were there, you will have received an email on Monday from captain CJ Stander thanking you for the power and passion of your support. It wasn’t planned, it came at the request of the captain who wanted to mark the impact the support had in a win that restored faith in a season that has not gone to plan.
There is an old saying that there are good times and there are bad times and both pass. That has been to the fore of Munster minds as pressure mounted on the field and the expectation from previous success seemed to weigh heavily.
Keeping a calm head and focusing on the fundamentals though is always the surest way to steer a path to calmer waters and that is what has continued behind the scenes in Munster’s off field activities.
“If you have the fundamentals right it enables you to drive on in good times and hold tight when a storm is blowing,” said Enda Lynch, Munster Rugby’s Commercial Director speaking to Sport for Business.
“We need to work closely with our 22 commercial partners to make sure that they are satisfied with what they are getting from their association and that together we are delivering real benefit to Munster Rugby and our community.”
“The commercial approach is broken down into three key areas, the traditional partnership model with sponsors, ticketing and the fan experience, and a Corporate Friends programme that in an Irish context replaces the single wealthy benefactor option which is pumping money into English and French clubs.”
“The Irish model is different and we are always looking to be innovative around that.”
“In 2013 Munster was to the fore in creating a very high level commercial board that has been incredibly helpful in making sure we have the right story to tell to the right people.”
“The Greencore Academy and Marks and Spencer’s support for our community programmes have arisen from that and a Friends of Munster programme headed up by our ambassador Doug Howlett is helping to fund the new training grounds that are a key element of future success on the field.”
“We are also looking to innovate with our partners.”
“Saturday was the third year of the Bank of Ireland Sponsor for a Day promotion and it was materially different for the winners this year as it was in year one. We work with the team at the Bank to look at the areas they want to highlight and how we can assist. It’s an ongoing engagement that is always shifting to provide the best outcome for all parties.”
“The extended deal we announced to take effect from July 1st with Adidas and Lifestyle Sports is another example of how we are always looking to move forward and never get stuck in doing what we always did.”
“From next season Lifestyle will be the exclusive distributor of the Adidas Munster kit and all our merchandise. It gives additional value to all three partners and to the fans.”
Read our interview with Paul Dermody on the commercial world of Leinster Rugby in 2016
“That’s the same approach we adopt with each of our partners. Some of those are exclusive to Munster others work with a number of the provinces and where that is the case, as with Bank of Ireland, the Irish Independent, Diageo or Coca Cola we work closely as well with the other commercial teams.”
“Munster was the first to develop a special pullout with the Independent and they have since gone on to put their name to irish Independent park in Cork.”
“Even when we sign or extend long term deals that is only the start point and the key to success is to constantly feedback and evolve what we can deliver within the Munster Rugby community.”
“Ticketing and creating the right experience for fans is central to what we do.”
” Fans coming to watch our games remain the number one source of revenue and Munster is consistently in the top three attendances across Europe every weekend. Everyone has had a dip after the Rugby World Cup but in some English clubs that is as much as 50%.”
“We have been able to adapt through really working hard on getting dynamic ticket pricing right.”
“It allows us to innovate around matches where we have capacity. “
“Saturday’s early start time was known well in advance and allowed us build a special package for clubs where five adults and 20 kids could come to see European action at Thomond for €100.”
“They added to the crackling atmosphere at the weekend and these early memories are the ones that will sustain those kids as fans long into the future.”
“There is something special about what Munster Rugby means to fans and within the community. We know that we have a duty of care to protect that and to do the right thing with the right partners to ensure it remains so.”
“When we redeveloped Thomond Park we took a decision that naming rights on the stadium was not right at the time.”
“We are looking at that again now in light of how the overall market is changing and it is something which is on our commercial horizon. We have appointed specialist agencies to consider carefully what we have and what a partner might offer while at the same time remaining true to the sprit of what we are about.”
Rugby understands building through different phases of play. It is no different from the dressing room to the board room and the off the field team in Munster are aligned with making sure that the future of the province is as bright as the platform on which it has been built over the decades.
