Managing our Games Lisa Clancy, Jennifer Gleeson, Alan Milton, Sinead Quinn 2010 GAA
Agenda Managing our Games Sponsorship Media Planning and Insurance Q & A 2010 GAA
WELCOME 2010 GAA
WHY IMPORTANT 2010 GAA
Importance of Gate Receipts
Revenue Summary euro m 2012 2011 + / - GATE RECEIPTS 26.8 24.2 11% COMMERCIAL INCOME 17.5 15.2 15% STATE FUNDING 3.1 2.8 11% OTHER INCOME 5.4 4.7 15% 52.8 46.9 13%
Utilisation of Revenue
Match Profitability 2012 gate net profitable games receipts income games All Ireland Football 31 11,455 5,988 18 All Ireland Hurling 14 11,162 5,831 9 Football League 126 1,950-11 0 Hurling League 114 1,293-1 0 Club Championships 22 579-123 6 Ring/Rackard/Meagher 43 23-299 0 U21 Championships 9 262 52 6 Minor Championships 13 7-264 0 Intermediate & Junior C'ships 5 40-53 0 Interprovincial 6 10-64 0 383 26,781 11,056 39 8
2010 GAA
Importance of managing our games People may prefer to stay at home to watch games Need to have experience different from home -but with all the home comforts Kraft New England Patriots Challenging economic climate less money for our supporters, emigration Need to maintain sponsorship Have to ensure future generation have an interest and want to play our games
Need to Communicate Social Media Websites Twitter Facebook Email Use of heroes Local businesses Local schools Local advertising
Key Audiences 2010 GAA
2010 GAA
2010 GAA
2010 GAA
Need to Engage 2010 GAA
2010 GAA
2010 GAA
Need to Entertain Street to Seat Approach Welcome and Thank you Local Acts Scór Engage with supporters Local personalities Face Painting Toolkit available
Go Raibh Maith Agat 2010 GAA
Partnership rather than Sponsorship Partner on areas of mutual benefit- Musgraves ticket partnership Appoint a sponsor liaison to act as the point of contact for your sponsor and nurture the relationship throughout its term Establish objectives from the outset- Schedule regular catch up meetings to assess health of the sponsorship Work together to find platforms for your sponsor to express its brand personality and meet its objectives -County nights (Meath GAA open night hosted in Tayto Park) -Match day activations (Carrolls Ham World Record sandwich making attempt) 2010 GAA
Match day activations What are the sponsors brands values which they share with your county team and fans- family/ community /team work?... How can you assist your sponsor in conveying these values in a meaningful way A once off key fixture/ a number of home games/ momentum building activity? Leverage county assets to support and maximise activation awareness- social media platforms, website, match programmes Match day activations should be engaging not interrupting, adding to the match day experience Fans should come away with a positive experience of the sponsor brand Sponsorship works when= awareness> affinity> positive sentiment> action Think about the fan journey- street to seat, opportunities inside and outside the bowl Identify assets which the sponsor can utilise- i.e. Big screens/ VIP seating for consumer prize winner Sponsor liaison should facilitate activation, assisting in planning, access and implementation
Match day hospitality Match days are important opportunities to demonstrate your appreciation for your sponsor Meet and greet on arrival, or before...matches present opportunities to arrange some pre-match entertainment; lunch/drinks Escort to prominent seating and give your sponsor and guest a match program given Ensure sponsor signage is correct and there are no obstructions Escort to half time refreshments If you re unable to make it to a game, ensure this process is fulfilled by someone in the county board At key fixtures where a cup is presented, sponsor should be front of house for the presentation and should always be recognised by the team in a speech Opportunity to meet and greet players after the game/signed memorabilia (if relevant) gifted to sponsor/ photo opportunities with team Some brands will not be GAA people so its important to facilitate social occasions outside of match days, build a profile of your sponsors interests- music/other sports/family Not always necessary to hand hold sponsor, send tickets or a family pass to an event/occasion the sponsor will enjoy
Match Day Media Management Window of opportunity Projecting a positive image of the GAA
Backdrop. Our inter-county days do no represent the be-all and end all of the GAA. They are however events on which we are gauged attendance, presentation etc For many the media is the prism for that view Traditional media still hugely important Comparisons with other codes unavoidable. 2013 accredited journalists 670 in number not inc local radio
Match Day and Build Up. Pre-Match 1) Promotional Media activity week of the game? and 2) Day of the game preparations, hospitality and facilities Match Programme accuracy of information During the Match scores, substitutions Post-Match organised media event / location Capitalise on general goodwill towards the GAA
Practical suggestions. Is your county fully maximising the different media? Audit of current media operation Does it form part of the match day plan? Who is charged with its roll-out? PRO? What level of support are they afforded? Is there a template from a different county / venue we could study? Could Croke Park assist? Yes!
NOTHING BEATS BEING THERE Every fixture is an opportunity to showcase Our Games in the Best possible manner & strengthen the GAA Brand FAIL TO PLAN PLAN TO FAIL
Planning Updated Safety Statement in Place for the Venue Event Management Document updated at beginning of the year this is the template for all activities. Once agreed at start of the year in conjunction with Master fixtures list this is your bible Every fixture is a trial run to improve and enhance the experience of all who attend or contribute to our games The Event Management document does not change all areas are addressed each & every fixture Without documentation in place we are unable to defend legal actions taken Must include pre and post match meeting notes 2010 GAA
Planning Clár an Lae in place and followed for all activities team arrival, stiles open, VIP arrival, national anthem KO HT and FT ET arrangements Designated Stewards check in area sign in and issue bibs / ID Designated Event Control area for Event Controller / Safety Officer and Emergency services Garda & Ambulance PR audio system in place and working Cash room and cash controls in place Communicated Evacuation plan Life system fire alarm / lighting checks / Tannoy 2010 GAA
Stewarding Adequate Trained Stewards in place and plan to maintain sufficient levels of trained Stewards Stewards are the Public face of the GAA they represent how your county will be perceived. You want them to be the best they can be and this can only be done via constant engagement Provide training and updates. On the day provide refreshments? Distinguishable clothing? Programme Annually recognises stewards? What has worked for you how can we further assist? In the current economic climate it will benefit all members and particularly those new to job market to have obtained The GAA Stewards qualification 2010 GAA
Facilities Egress and Ingress routes Traffic management / Ticketing Pricing PR system working Stiles and Programmes sufficient available and open Refreshments & Concessions stands available & Operational Adequate signage all through ground and routes to the ground If all of these are not managed can lead to; Delay to fixtures which results in Very Negative PR Crowd congestion at entrances uncomfortable for patrons teams & volunteers No clear pathways to concession stands burning scalding injuries 2010 GAA
Facilities Bathrooms maintained pre during and post fixture inattention can lead to slips and trips and potential claims. Without a documented cleaning system we will not be able to defend actions Adequate provision of Access for wheelchair and other Users Be vigilant of crowd activity in particular unrest among patrons Stewards should seek Garda assistance. Claims are on the increase from alleged assault and injury caused by crowd disturbances all of this is at club fixtures 2010 GAA
Entertainment & Pitch access Access for designated persons only pre / during and post match Team warm up areas designate in advance National Anthem and Parade Half time entertainment use this to showcase our games and allow younger members to participate in our games promotion; Either formal arrangements with schools / clubs and showcase display games Or formalised Training session undertaken Helmets must be worn for Hurling and Mouthguard for football this is a positive to reiterate GAA commitment to Player welfare and protection 2010 GAA
End of Match Event management plan must have a plan for an emergency evacuation / abandonment of a fixture Ticket refund for next fixture Event Management plan must also have plan for pitch incursions Event Management plan must have a plan for referee / player and team management protection at end of match. Monitor teams involved and crowd for signs of unrest and address Post event meeting document any issues and use them as learning tool for next fixture continual learning curve 2010 GAA
Go raibh míle maith agat