AN INDEPENDENT REPORT which looks at ways to improve the League of Ireland as a brand was released today.
English branding expert Jonathan Gabay spent two-and-a-half months travelling around the country to speak to dozens of people involved in the 20 clubs at all levels.
The 18,500-word document was commissioned by the FAI and comes 16 months after Declan Conroy’s report on the state of domestic football in this country.
Attended by FAI chief executive John Delaney, director of communications Fran Gavin, club representatives and members of the media, a press conference was held at the Aviva Stadium this evening as Gabay presented his findings, ideas and recommendations — which varied from good to awful to downright bonkers.
Here’s a taste of what was said at the presentation and what’s in the report:
1. “Under John Delaney, it’s been amazing. And I say that independently. There have been some amazing achievements.”
Gabay began by praising the FAI and its CEO for their running of the league — listing things like professional governance, the introduction of the U19, U17 and U15 leagues, television highlights and the redevelopment of stadia as achievements. Hmm…
2. Anti-social behaviour from fans
Strangely, there was a section dedicated to a small minority of fans bringing flares to games under the title ‘Empty vessels make the loudest noise’. Obviously, their use at grounds should be stamped but it’s hardly one of the major problems Irish football has to deal with.
Supporters who voiced their frustrations about the FAI at matches were also criticised.
3. “Things are not that bleak”
In an attempt to suggest that the League of Ireland’s current situation isn’t as bad as it may seem, Gabay compared the 553,076 fans who attended 32 matches in the 2015 All-Ireland senior football championship with the 368,780 supporters at League of Ireland games (including the FAI Cup final) in 2016.
4. The introduction of a liaison director and workshops
He called for the appointment of a dedicated central league liaison director with the remit “to be the first point of contact for branding and marketing issues relayed to the league clubs”.
On top of that, it was recommended that bi-annual workshops or “master conferences” would be hosted by clubs to encourage “open discussion, learning and sharing of views”, while club promotions officers should be reinstated.
5. “As a brand, the league delivers. It’s cool”
Excuse me? The above is a quote from one of the presentation’s strangest slides. Gabay went on to say moments later that the number one trending hashtag on Twitter last year was #COYBIG.
However, he failed to explain that the hashtag ‘Come On You Boys in Green’ refers to Ireland’s international team and not the League of Ireland.
6. Improving the match day experience
Various suggestions were made including painting bus stops outside the ground the same colours as the clubs, live scores on electric bus stops, a walk of fame with former player names as you near each stadium, better facilities, catering and toilets, the use of large scoreboards to show video replays and to play computer games at half-time, and a bigger role for mascots.
7. A rename and logo change
Gabay believes changing the SSE Airtricity League to ‘the League of Ireland sponsored by SSE Airtricity’ along with a new logo would maximise sponsorship opportunities.
However, the FAI stressed afterwards that his beliefs are not the association’s.
8. LOI clubs should play friendlies with MLS/NASL clubs
Bizarrely, Gabay says he would like to see Irish clubs play American sides on Bank Holidays as he noticed a lot of tourists from US tourists here.
9. Television
The branding expert believes “some of the (current) TV angles made the game look boring, dreary, dull” and says it’s an aspect that needs to be improved. He also wants TV money shared out fairly among the clubs.
10. The internet
The introduction of a social media platform or app that exclusively caters for League of Ireland fans — featuring stats, live scores, video highlights and a family-friendly forum —was recommended.
A revamp of the current website is also needed, and it was confirmed that it will be in place for the 2017 campaign. He finished the presentation by saying: “I can only recommend. It’s up to you to take it to the next stage”.
We can’t imagine many of them will see the light of day.
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