How ‘box office’ duo Clifford and O’Shea pushed Kerry’s brand into overdrive
Adam Moynihan caught up with Kerry GAA Store manager Luke Quinn to find out how the Killarney-based business made record profits in 2022
It was a sad day for the parish when Killarney’s famous Nike Factory Store closed its doors in March of this year. That big, white Swoosh had attracted locals and visitors to the Killarney Outlet Centre since both the store and the centre first opened in 1999. Having a brand that large in a town so small was pretty cool. We were all sorry to see it go.
It wasn’t the only sports brand to call the Outlet Centre home, though. As Nike shut up shop, just across the way, on the other side of the escalator, the Kerry GAA Store was gearing up for what would turn out to be their best year ever.
The official retail outlet of Kerry GAA racked up €200,000 in profits in the financial year up to November. Not quite Nike numbers – the US sportswear giant made €21 billion globally – but the store’s record revenue certainly came as a welcome bonus for the county board.
Preparing intercounty teams has become hugely expensive (Kerry spent almost €1.5 million on their footballers and hurlers in 2022) and plans are in place to redevelop the Fitzgerald Stadium at an estimated cost of €72 million. Every cent counts.
The unprecedented success of the business is also a sure sign that the Kerry brand, which has been developing in one way or another for over 100 years, has now slipped into overdrive.
I recently called into the Kerry GAA Store to speak to manager Luke Quinn and find out more.
After selling a half-zip tracksuit top to a customer and handing over to his assistant, Luke invites me into a narrow office down the back. Myself and Luke actually know each other a long time. As kids we were neighbours down in Whitebridge Manor. I recall borrowing his Schmeichel-era Man United keeper jersey once so I could play in goal. It wasn’t the last jersey he gave me (although, in fairness, these days I pay).
A popular figure at his club, Dr Crokes, Luke experienced great success as a player and he is currently part of Brian McMahon’s senior management team. After chatting a bit about football, we get down to business.
I get the impression that I’m embarrassing him somewhat when I ask for the official amount that the store handed over to the county board, but he readily admits that he is delighted with the 12 months he and his team have put down.
“I think with the new jersey being released, and with Kerry reaching and winning the All-Ireland final, all those things combined and led to a very profitable year,” Quinn says.
“Any time you bring out a jersey, especially a home jersey, it gains traction - not alone in Kerry but all over the world.”
The popularity of that new O’Neills home jersey is an interesting one because it actually received quite a poor reception when it was unveiled in January. For his part, Quinn attributes that initial reaction to the imagery that accompanied the release. The sublimated background graphics on the body of the shirt were exaggerated in the launch photos, which made it look far louder than it actually was in real life.
“When people saw it in reality and when the team wore it, sales went through the roof. I remember the first weekend they wore it on TV against Kildare, the jersey gained unbelievable traction. I think people’s minds were changed.
“I know that O’Neills were very confident that it was going to sell well and, to be honest, we were as well. It’s like anything when it’s new, it takes a bit of time to seep in.
“I think the return of white trim was a factor. The bit of white just makes everything pop. It’s subtle enough but it makes a huge difference; it makes the green and gold more prominent.”
Perhaps even more significant than the design of the jersey itself was the talent wearing it. Kerry ended their eight-year drought by defeating Galway in the All-Ireland final in July with Man of the Match and Footballer of the Year David Clifford to the fore. At just 23 years of age, Clifford is now the sport’s standout superstar and Quinn says that he and semi-final hero Seán O’Shea are now driving the Kerry brand on a national and global level.
“Kerry is a worldwide brand at this stage. It’s a known brand and it’s not only Kerry people who want to buy the shirt, it’s people in the midlands, up the north, all over the world really.
“This Kerry team is relatively young and they’re after building a nice relationship with the public. The more you win, the more you’re going to be in the news and the media and the likes of David Clifford and Seánie and these guys, they’re box office now. The boys really do give [the brand] that extra push.
“It’s very hard to quantify but one thing you’d notice is that this year we had parents coming in who might have no interest in the GAA, in particular foreign nationals from places like Eastern Europe, and they had kids who were mad to get the jersey. They would actually point to the photos of David and Seánie and say they wanted the jerseys that those guys wear.
“You can’t really put a figure on it but you can see that these players are reaching out to a large audience because of who they are. At this stage, if they wore a black plastic bag, the kids would want a black plastic bag.”
The GAA is different to sports like soccer in that players don’t have squad numbers or their names printed on the backs of their shirts. If the GAA went down that road, Quinn has no doubt about which jersey would be the most popular.
“You’d just be stocking up on Clifford jerseys, wouldn’t you?” he laughs. “I’ve heard squad numbers being mooted but intercounty GAA is so different. The panels change so often, especially the higher numbers. Kerry could have 40 different players training with them throughout the year so it would be hard to nail down numbers.
“We possibly will bring out a number 14 and a number 11 shirt ourselves (Clifford and O’Shea’s usual numbers). Maybe a number 8 too. The more prominent ones. There is a demand for that. But as for names on the back, that might be a bridge too far.”
Aside from the jerseys, many items from Kerry’s leisure and training wear collections are also big sellers. The store receives four ranges from O’Neills every year, two of which are exclusive to the shop (i.e. the National League range and the Championship range). These collections include the same hoodies, jackets, half-zips and polo shirts the players wear travelling to games, as well as the clothing that team manager Jack O’Connor wears on the sideline.
The training jerseys sported by the players when they warm up before matches are also popular.
After a turbulent period in the nineties when they changed kit supplier three times (adidas to Emerald Active Wear, then to Millfield, and then back to adidas), Kerry have now been with O’Neills for 22 years straight. The relationship between the two parties is strong. Quinn certainly doesn’t see it ending any time soon.
“O’Neills are a great company to deal with. They have a lot of stuff in the pot – 30 or 31 counties – but they’re good at what they do. They wouldn’t be at the top of the game for this long otherwise. Their production is very streamlined, they have a good marketing team, and a good design team. The reps on the ground are very helpful and I can see them going from strength to strength to be honest with you, and further afield in other sports as well.
“The issue with another company coming in instead of O’Neills – for example if we took on another smaller producer – I think the bottom line is that if the team gets to an All-Ireland semi-final or final, the demand for jerseys and leisurewear goes through the roof. I don’t think there’s any other company in the country that could accommodate that demand in such a short space of time. Especially with the season being shortened, I just can’t see anyone else being able to take on that production.
“O’Neills have a monstrosity of a factory up in Strabane as well as the one in Dublin, which is no small factory either. And even at that, when it comes to the summertime, they would be at capacity. I can’t imagine another company taking on a county like Kerry or Dublin or Mayo who are GAA mad and are always at the business end of the season. Other companies will find it hard to dip into the big hitters.”
At a national level, O’Neills jersey sales were actually down 16% in 2022, something the company has attributed to the shorter intercounty window. Thankfully for Quinn and for Kerry, the Kerry GAA Store didn’t experience the same drop in sales once the season ended in July.
“I suppose with Kerry getting to the final and winning it, we weren’t affected as much,” he reflects. “There was a nice little buzz after the final. We brought out some different bits of merchandise on the back of winning as well so that’s always going to help. I also think people are getting ahead of Christmas that bit earlier this year.
“It would be different if Kerry lost earlier in the year but I can’t say the split season affected us too much.”
SEVEN DAYS A WEEK
Quinn took the reins five years ago and although he describes it as a busy job, it’s one he’s massively enjoying.
“I’m loving it. I took over from Botty (Niall O’Callaghan) and Seán O’Sullivan so I had big boots to fill but the boys were great on the handover. I’ve got some good bosses who help me out big time. The county board leave me to my own devices but they’re always there when I need any help.
“It’s busy and we’re open seven days a week. The only days we’re closed are Christmas Day and New Year’s Day so it’s gung-ho all the time. With new ranges and new jerseys and new fashion trends, you have to keep your finger on the pulse at all times. So it is busy but it’s the way I like to be.”
What does a normal day look like?
“It’s always about planning ahead. Today I’m ordering next year’s Christmas range. I don’t even know how exactly Christmas is going to go this year in terms of sales but O’Neills need to plan so far ahead in their production that I’m already ordering for Christmas next year. You’re always trying to keep ahead of the game.
“There are new training jerseys coming out pre-Christmas. There’s a National League range coming out pre-Christmas. There’s an away jersey coming in January. You have to get your numbers right, get your system set up to take in all that stock, organise staff, and make sure everything is streamlined.”
That mention of a new Kerry away jersey will no doubt pique the curiosity of our readers. The outgoing away top, an eye-catching blue and lime green effort, has been in use since 2020. I pressed Luke for details.
“I haven’t even seen samples yet. If you’re talking to O’Neills tell them to send them down as soon as possible! I genuinely don’t know what it will look like. The design team at O’Neills will develop a good few prototypes, they’ll be sent down to ourselves and the county board, and we’ll go through them. O’Neills will give us a good idea of what they feel will work.
“Some of the players will have an input and then a final decision will be made. At the end of January, Kerry will be out against Donegal and hopefully we’ll see the new away jersey then.”
It's hard to imagine Kerry footballers from bygone eras having (or wanting to have) too much say in the design of the kit but, generally speaking, the modern player is more into fashion than his predecessors. In that regard, it makes sense for them to have their say.
“There would definitely be an input,” Quinn reveals. “Some of the players just want to concentrate on the football or the hurling but other guys would be very style conscious in what they want to wear. Colm Whelan, the kit man for the footballers, and Tim Daly with the hurlers have a big interest in what ranges and training jerseys and playing jerseys are coming in. They know the guys [on the panel] who would be into the fashion side of things and we have a couple of WhatsApp groups to get the players’ opinions.
“O’Neills would definitely take it on board,” Quinn says, before jokingly adding, “I suppose if the best footballer in the country wants a certain thing then you’re going to have to go with it, aren’t you?!”
One thing I’ve noticed from my trips to the Kerry GAA Store is the constant flow of GAA-related chat between the customers and the staff. Admittedly you could probably overhear football talk on any premises in a town like Killarney, but the store is the perfect setting for it. And that’s something Quinn and his employees relish.
“You have all these business things going on in the background but the main thing in all this is the customer. We can’t lose sight of that. You still want to give the customers coming in the best experience, to chat about Kerry football, and engage with the public. That’s what it’s all about.
“This shop is bucking the trend. We do have an online store but it’s still very much a kind of ‘shop local’ set-up. All profits raised go back to the county board and we have so many repeat customers. Some people don’t even buy stuff, they just come in and shoot the breeze about how bad the Crokes were last weekend or whatever. From my point of view, I love it.
“My staff are great too. Seán House from Tralee is the assistant manager. He has been here a year and a bit and he has been excellent. We have eight or nine part-timers and most of them are in college but they’re all very invested in the place. They’re all here four or five years which is a good sign. They get excited when new stuff is coming in, they get a kick out of that.”
As a Kerry native who played the game to a high level, Quinn is naturally a massive fan of Kerry football. I was curious to know if the nature of his line of work, specifically the fact that the fortunes of the business depend so heavily on the fortunes of the team, affects the way he watches the games.
“A couple of years ago Kerry lost to Cork and we were out so early. Maybe not during the game but shortly after you’re saying to yourself, revenues are going to be a lot further down now. So definitely after the game it would be one of the first thoughts to come into your head. But it's more the county board and the revenues that go back that I’d be thinking of.
“It would pop into your head afterwards but I’d be a normal Kerry supporter as the game is going on.”
Ultimately, it’s all about facilitating the continued growth of football and hurling in the county and Quinn is full of praise for his bosses who help make that happen.
“The chairman Patrick O’Sullivan - the store was his idea first day – as well as John O’Leary, John Joe Carroll and Liam Chute, they’re all very successful in their own professional careers. They’re very much doing this on a voluntary basis because they’re so proud of the shop and how well it has done. We’re all in it together.
“When you have a successful year financially it means you can develop Currans further, you can develop the pitches, you can bring in more Games Development Administrators. You can keep pushing on.”
The brand has a long way to go to reach Nike levels but with talented individuals on the pitch and in the boardroom, Kerry GAA appear to be ticking all the right boxes.
Kingdom hoping to lay some old ghosts to rest at Páirc Uí Chaoimh
by Adam Moynihan
All-Ireland SFC Group 1
Cork v Kerry
Saturday at 3pm
Páirc Uí Chaoimh
I was one of the unlucky few to have been present at the last Cork-Kerry clash in Páirc Uí Chaoimh in November of 2020. It was a truly awful night.
The match was played behind closed doors which made for an eerie, unsettling atmosphere, and the rain came down harder than I ever remember seeing first-hand.
Unfortunately, Kerry came down hard too. Mark Keane’s last-ditch goal clinched an unexpected victory for the hosts and, just like that, Kerry’s year was over.
It always hurts when your team loses but that one completely floored us all. It was such a horrible way to lose a game and I felt so bad for the players as they trudged off the field, soaked to the bone and shaken to the core.
They got some form of payback the following year when they won by 21 in the Munster final, and again last year when they ran out 11-point winners in the semi-final. But something tells me that it would mean a lot more to return to Páirc Uí Chaoimh and do the business there.
It won’t be easy. The final scorelines in the last two games suggest that it was all one-way traffic but that simply wasn’t the case. In 2021, Cork led by 1-5 to 0-4 at the water break (remember those?) and they pushed Kerry hard 12 months ago too. There was nothing in that match right up until the 50th minute, at which point Kerry brought on David Moran and Paul Geaney and ultimately pulled away.
You can never really read too much into the McGrath Cup but Cork demolished Kerry in January. Their form since has been spotty but they did well to see off Louth last week, with the returning Brian Hurley (shoulder) kicking eight points in a two-point win. Hurley has proved to be a handful for Kerry full back Jason Foley in the past.
Significantly, John Cleary’s side are strong in a key area where Kerry struggled against Mayo: midfield. Ian Maguire and Colm O’Callaghan scored 0-2 each in Navan (and the latter scored 2-4 in that aforementioned McGrath Cup game at the start of the year).
Jack O’Connor named his team last night with Adrian Spillane replacing Tony Brosnan and Paul Murphy coming in for Dylan Casey. Spillane will add some extra brawn and energy around the middle third. Going by the last outing, Kerry need it.
It is also worth noting that David Clifford has never really shot the lights out against Cork. He has been well minded by Maurice Shanley, Seán Meehan and Kevin Flahive in the past three championship meetings, with the retreating Seán Powter also getting stuck in when needed.
Flahive suffered a cruciate injury late in last year’s game but he could potentially be in line for a comeback tomorrow; he has been added to Cork’s 26 for the first time in over 12 months.
Meehan has been ruled out with a hamstring injury so Shanley may be asked to track the Footballer of the Year this time around.
Clifford was one of the few bright sparks against Mayo and he would love to bring that form to the Páirc on Saturday. With vital points on the line, there would be no better time to lay some ghosts to rest.
From a Kerry perspective, you would hope – and perhaps expect – that Clifford and his teammates can do exactly that and get the show back on the road.
1. Shane Ryan
2. Graham O’Sullivan
3. Jason Foley
4. Tom O’Sullivan
5. Paul Murphy
6. Tadhg Morley
7. Gavin White
8. Diarmuid O’Connor
9. Jack Barry
10. Dara Moynihan
11. Seánie O’Shea
12. Adrian Spillane
13. Paudie Clifford
14. David Clifford
15. Paul Geaney
Subs: S Murphy, T Brosnan, D Casey, BD O’Sullivan, R Murphy, M Burns, M Breen, S O’Brien, D O’Sullivan, C O’Donoghue, S O’Brien.
1. Micheál Aodh Martin
2. Maurice Shanley
3. Rory Maguire
4. Kevin O’Donovan
5. Luke Fahy
6. Daniel O’Mahony
7. Matty Taylor
8. Colm O’Callaghan
9. Ian Maguire
10. Brian O’Driscoll
11. Ruairí Deane
12. Killian O’Hanlon
13. Seán Powter
14. Brian Hurley
15. Chris Óg Jones
Subs: P Doyle, C Kiely, T Clancy, K Flahive, P Walsh, E McSweeney, B Murphy, J O’Rourke , M Cronin, S Sherlock, F Herlihy.
Is Killarney green or blue? Celtic and Athletic to face off in tonight’s league final
Kerry Premier A League Final
Killarney Celtic v Killarney Athletic
Tonight at 7.45pm
Mounthawk Park, Tralee
Killarney Celtic will be gunning for their fifth league title in a row tonight (Friday) when they take on crosstown rivals Killarney Athletic in Tralee.
Celtic have been the dominant force in Kerry soccer in recent times with Athletic playing second fiddle. This will be the third Premier A final in a row to be contested by the Killarney clubs; Celtic won the 2020 decider 4-0 and last year’s final ended in a 3-0 victory for the club from Derreen. (The 2020/21 season was scrapped due to the pandemic.)
Prior to that, Celtic defeated Castleisland in 2019 and Dingle Bay Rovers in 2018, both on a scoreline of 1-0.
Celtic and Athletic also met in the 2017 final. The Blues prevailed in that particular encounter to capture their first ever Premier A title.
As for this season, Neilus Hayes’ Hoops qualified for the final by virtue of their first-place finish in the Premier A. Despite losing key players – including attackers Ryan Kelliher, Stephen McCarthy and Trpimir Vrljicak – to the Kerry FC project, the Celts won 12 of their 14 matches and ended up with an imposing goal difference of +34.
Athletic were not far behind, however; Stuart Templeman’s team only lost one league game all season en route to 35 points – one behind Celtic and 11 clear of Castleisland in third.
Interestingly, both of Celtic’s losses came at the hands of Athletic. The Woodlawn outfit impressively beat the old enemy 3-2 and 0-1 over the course of the regular season.
Goals by Roko Rujevcan, Pedja Glumcevic and a 90th-minute winner by Brendan Moloney clinched that dramatic 3-2 win in October of last year. It was a result that signalled Athletic’s intentions for the rest of the season.
Rujevcan was also on the scoresheet when Athletic snatched a rare away win at Celtic Park on April 30.
Celtic’s imposing record in finals probably makes them slight favourites and in the likes of John McDonagh, Brendan Falvey, Wayne Sparling, Kevin O’Sullivan and Witness Odirile they have a potent mix of steel and skill.
But Athletic will take heart from their recent results in this fixture and they will be hoping that two of the stars from the 2017 team – Shane Doolan and Shane Lynch – can lead the current crop of players to glory.
Meanwhile, the Division 2B final between Killarney Athletic B and Atletico Ardfert that was also due to take place tonight has been cancelled. Athletic have received a walkover.
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