Vodafone off the mark early

Last week Vodafone announced that their logo is to be replaced on the Dublin football and hurling teams’ jerseys for the first rounds of the National League. Their bright red trademark will be replaced by a white emblem of Suicide Or Survive (SOS); a charitable organisation who aim to ‘break down the stigma of mental health issues and ensure that those affected have access to quality recovery services that are right for the individual’.

A corporate entity offering a charity such a potentially beneficial opportunity speaks volumes for the level of corporate responsibility that Vodafone endorse. Their ‘Vodafone Ireland Foundation’ was set up in 2003 and provides funding for sponsorship, emergency relief and families facing adversity. Their latest offering is testament to their commitment to positively impact on society.

When I heard that Vodafone were planning to replace their logo with SOS, I applauded the company in my head. Not only because organisations like SOS need all the support and advertising they can get; Vodafone have pulled off a marketing masterstroke. The coverage that Vodafone received from the gesture was phenomenal, far greater than what they would have received from two National League games.

The story was carried in nearly all national news outlets and gave great exposure to SOS. On the other side it championed Vodafone as a company in touch with real life issues and married it to the cause of mental health awareness. It is worth noting that mental health awareness is a massive issue at the moment and very much in the media spotlight.

In 2008 when the GAA opted for a multi sponsor approach to their All Ireland Championships, Vodafone became one of three title sponsors of the football series. Three years later Vodafone switched from being one of four sponsors of the football championship to becoming the sole sponsor of Dublin GAA. This move highlights the strength of the Dublin GAA brand and the success of both teams in 2011 has undoubtedly rewarded Vodafone’s investment.

Personal research undertaken in 2007 suggested that Guinness was the most recognisable sponsorship partner of the GAA at the time. I imagine that right now they are still in that position but Vodafone are right behind them. Since beginning their sponsorship in 2008 they have been clearly visible to GAA fans throughout the country while their recent switch to Dublin GAA has actually increased their visibility across the board.

In recent months news articles have noted that some counties are struggling to secure sponsors for the coming year.  Expect to see more county boards offering naming rights on their grounds to potential sponsors as they try to balance the books. Most counties will struggle to promote their brand to the level of Dublin GAA but with the right sponsorship strategy, companies will reap the rewards of investing in inter-county teams.

It is suggested that the sponsorship market in Ireland will be worth €120-€130 million in 2012. Sponsoring companies will be looking for a favourable return on investment through claiming any advantages they can. Vodafone’s start of year initiative has certainly set a benchmark for the year ahead where companies will have to think outside the box to claim maximum advantage in a cluttered marketplace.

Permanent Home Advantage

As I listened to the experts discuss the draw for the Heiniken Cup quarter finals my mind strayed in a different direction. They spoke of how important home advantage is. The term itself says it all; you have an advantage playing at your home ground. Transferring this theory to the GAA can only mean one thing; Croke Park as the unofficial home of the Dubs.

In 2011, Dublin played seven National League and six Championship games. In those thirteen games, ten were played in Croke Park. The three games played outside Croke Park were National League games. What can we take from the league fixtures? Croke Park is the home of the Dubs. Traditionalists will suggest that Dublin’s home venue is Parnell Park but it’s hard to argue that point seeing as the only action it saw last year was a couple of O’Byrne Cup games. How can a team have the fortune of playing in their home venue for an entire championship? It’s the equivalent of Dublin Senior club champions, St Brigids playing the entire Championship at their home venue. On a broader scale it’s like Ireland playing all their 6 Nations games at the Aviva. It wouldn’t happen.

Ask the GAA why the Dubs play all of their games in Croke Park and the answer may include; the size of their following and the marketability of their fixtures. The main reason is money. Dublin supporters will pay to watch Dublin play in Dublin, just like most counties; you get your greatest support at home.

So the GAA is not about making money? Really? If the GAA wasn’t about money, Dublin’s footballers would be on a bus to Carlow or Tullamore on a Sunday in June. The last time they played a Leinster Championship game outside of Croke Park was in June 2006 when they travelled to Longford. They came away from Pearse Park after scraping a one point victory. It’s no wonder they haven’t left their back yard since.

In view of last week’s debate on the future of the GAA and the payment of managers, you have to wonder how far apart the notions of amateurism and professionalism really are. The Association’s wage bill soars annually as managers, coaches, physios, caterers, games promotion officers, county board staff as well as Croke Park staff all take their cut. Pay for play is an argument for a different day but it is clear that those who advocate volunteerism within the Association are generally the ones who profit from it.  

I don’t begrudge Dublin their All Ireland title, they deserved it and it was good for football. I have played against Dublin in Croke Park and witnessed the noise from the Hill when their team are on top. It is a huge advantage to them. If we played Dublin in Wexford Park that advantage would swing in our favour which arguably might help us get the few points we have needed on the last two occasions. For example, if we play Offaly in the first round of the Leinster Championship, the first team out of the hat plays at home, if we draw Dublin and we come out first we still play at Croke Park. Does that make sense? I’m pretty sure Voltaire wasn’t speaking of the GAA when he said that ‘common sense isn’t all that common’. You might argue that the concept could be applied in some situations.

The truth hurts

“If ur English, u play for England. If ur English and sh*t, u pretend ur Irish grand parentage matters to u and play for Ireland!”

“I'd rather have my 1 England cap and be forever yearning more than take somebody from that countries chance away because my nans from their.”

These are two of the tweets which appeared on my Twitter timeline last night in the name of QPR’s Joey Barton. It was like a red rag to a bull for a lot of Irish tweeters who felt it was necessary to show Barton their outrage. Why did they feel the need to let him know their thoughts? Because Barton was wrong in what he said? Certainly not. Because he insulted a true Irishman? Hardly. Because we never discuss the commitment of English players lining out for Ireland? Don’t think so. Access is the reason for the backlash; Twitter has opened the doors for all to have a go at professional athletes, movie stars, politicians, musicians, etc.

I don’t know Joey Barton personally or any of the celebrities that I follow on Twitter. I try not to make assumptions about people I don’t know. Some people believe that Twitter encourages them to say what they like to those they follow. I disagree. The outburst came after former Irish midfielder Matt Holland criticised Barton on Talksport radio. The Bury born player represented Ireland 49 times after declaring for the national side at 25.

If the death of Gary Speed thought us anything last year, surely we can see that success and wealth don’t automatically bring happiness. What gives any of us the right to send hateful messages to people who we know very little about? People argue that setting up a Twitter account means that from that moment you are ‘fair game’. Personally I think that it is a pathetic attitude.

Creating a Twitter account is optional so you have to accept that you are open to criticism when you post opinions. The criticism however should be balanced. Sometimes you don’t enjoy popularity from being honest and as the old cliché goes, the truth hurts. Let’s face it, if Matt Holland was good enough he would have worn an English jersey in the 2002 World Cup. He obviously wasn’t good enough so he chose to declare for Ireland. We took him with open arms as we do with any English player who shows an interest. Some people have a problem with that. Personally I don’t see it as a problem; we want to be successful so we pick the best players available regardless of birthplace. We get on with it and support them in the belief that they are doing their best.  

Are we as a nation really that upset about what Joey Barton said on Twitter? I doubt it because what he said is the truth. Does anyone out there actually believe that at 25 Matt Holland’s dream was to play for Ireland? The man sang God Save the Queen before a Championship playoff final. Why? Because he is English.

Don’t get me wrong I was cheering as loud as anyone when Holland equalised against Cameroon in 2002. I’m really looking forward to the European Championships this summer and a Jon Walters winner will mean as much to me as one from Kevin Doyle. At the end of the day the issue isn’t what Barton said, it’s the medium he used to say it.