by Adam Moynihan
Normally this would be a time of great excitement for fans of the world’s favourite game.
The World Cup is just a matter of days away. At its best, the competition is a festival of football that entertains and enraptures a passionate audience on a global scale. Even here in Ireland, where our team is starved of World Cup appearances, the games attract massive interest.
Sadly, however, it seems like your average fan doesn’t really care about this upcoming instalment. Certainly not to the same extent they cared about instalments past.
On the one hand, I get it. Being apathetic is a normal response to a lot of what has been happening lately and it’s fair enough to feel like you just can’t be bothered getting properly into this particular World Cup.
But I also really think we need to challenge ourselves to go that bit further. To dig a bit deeper into our own hearts and minds. To feel something.
Let’s start at the start. Qatar was chosen as the host nation for the 2022 World Cup following a selection process that was tainted by accusations of bribery and corruption.
Many of the FIFA administrators who oversaw the process – people like Sepp Blatter and Michel Platini - have since been banned from football. Several other executive committee members have faced criminal charges over their conduct while working for the sport's governing body.
It is widely accepted that Qatar, a very small place with summer temperatures that are not conducive to outdoor sports, a place that effectively had no big-tournament infrastructure, was unfairly handed the biggest summer sporting event on Earth. That should make you feel something.
Furthermore, Qatar is a country where LGBTQ fans are not welcome. I recently spoke to a couple of friends from Kerry who have lived in the Middle East (one resided in the UAE and visited Qatar, the other lived in Doha for two years) and neither feel as though Qatar is a suitable host nation. One described the decision to play the World Cup there as “madness”.
What would they say to a gay friend who wanted to travel to the World Cup?
“Openly gay?” the former UAE resident replied. “Forget about it. They’ll be thrown in jail and that’s a fact. There’s going to be massive culture clash.”
A number of horror stories relating to the treatment of gay people in Qatar have come to light recently. These stories should make you feel something.
Qatar also has a very poor record when it comes to racism, which makes something of a mockery of their claims that anti-Qatar World Cup criticism is, itself, racist.
In 2020, a report by the UN highlighted concerns around “structural racial discrimination” against non-nationals, adding that a “de facto caste system based on national origin” exists there.
“European, North American, Australian and Arab nationalities systematically enjoy greater human rights protections than South Asian and sub-Saharan African nationalities,” the report found.
That friend of mine who used to live in Doha was unequivocal in his assessment of labour laws in the country: it amounts to “modern-day slavery”. That should make you feel something.
Meanwhile, you have high-ranking football officials instructing players to “focus on the football”. A letter from the pen of FIFA president Gianni Infantino urged participating teams not to allow football “to be dragged into every ideological or political battle that exists. At FIFA, we try to respect all opinions and beliefs, without handing out moral lessons to the rest of the world”.
Even by FIFA standards, the rhetoric found in the letter is incredibly stupid and tone deaf. Their attitude should make you feel something.
And then there are the deaths. Last year The Guardian reported that 6,500 migrant workers had died since Qatar had been awarded the World Cup in 2011. (The precise figure of those who have died building the infrastructure needed to host this tournament is unknown.)
6,500. That is, roughly speaking, every man and boy in Killarney. Think about that for a second. Your father. Your brother. Your son. Your best friend. 6,500 lives sacrificed.
That should make you feel something.
If you were to tally up all the players who participated in the qualification process, 204 teams multiplied by around 30 players each, your total would be pretty close to that figure of 6,500. Would we care more if it was the footballers who died instead? That’s a rhetorical question. Of course we would. If even one superstar, someone like Messi for example, lost his life, it would be mourned on a larger scale than what we have witnessed for those migrant workers in Qatar.
Acknowledging that should make you feel something.
We all know that this project amounts to sportswashing for the Qatari government. You might well argue that football has been used as a political tool in the past, from Argentina in 1978 to Russia in 2018. The owners of Manchester City, PSG and Newcastle United are engaging in sportswashing too. As far as a large proportion of soccer fans are concerned, the game sold its soul a long time ago.
This World Cup – everything about it - takes things to a different level, though, and it’s a level that I, personally, am not comfortable with. Soccer was my first love. I’ve played and followed the game for 30 years and like a lot of people I can measure my life in major tournaments.
When I’m old(er) and grey(er) and I look back on my life, Qatar 2022 will go down as a different kind of milestone for me: the first World Cup that I didn’t watch.
Apathy is one response and, as I said, it’s understandable to some extent. Sometimes things get so heavy, the easiest thing to do is to disengage from the bigger issues at hand and focus on the lighter stuff (i.e. the actual football).
But I do believe that if we care about football then simply not caring about this World Cup isn’t good enough. If we’re willing to accept this tournament and play our part and watch the games and pretend it’s all fine, what else are we willing to accept?
Where is the line if it hasn’t already been crossed?
Photo Credit: historyofsoccer.info
BREAKING: Kerry FC respond to criticism of season ticket prices
by Adam Moynihan
Kerry FC have responded to online criticism of the price of their 2023 seated season tickets, highlighting the availability of “other options” for supporters of the League of Ireland’s newest club.
Season tickets for the Main Stand at Mounthawk Park went on sale this morning at a price of €275. LOI fans were quick to point out that this is the most expensive season ticket in the First Division, with a number of rival clubs charging less than €200.
In a statement released to the Killarney Advertiser, Kerry FC said that pricing structures were “examined for a long time” in the build-up to their season ticket launch.
“It’s worth noting that the €275 season ticket guarantees your assigned seat for every home league game in the 2023 season in a covered stand on the long side of the pitch,” the club explained.
“If supporters would prefer, there are plenty of other season ticket options, including a terrace ticket for general admission at a price of €200.
“Family tickets ensure children can attend our games at a minimal cost while Students/OAPs receive a significant discount on their yearly ticket.”
Over 100 Main Stand season tickets were sold within an hour of going on sale at 9am today.
The 2023 League of Ireland season will get underway in February.
Kerry FC season tickets can be purchased here.
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.
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