Éanna
23/04/2002, 11:52 AM
from eircomleague.net (http://redbrick.dcu.ie/~jw/22-4-7.htm)
Darren Bernstein, recently appointed Marketing and Development Executive of the eircom League, believes that it is vital to get National League players back on the back pages again.
With a strong background in sports promotions, and a FIFA recognised Masters Degree in Management, Humanities and Law in Sport, Bernstein has a proven track record in the marketing of sport in Europe.
The Englishman, a Bury fan, is also an avid football supporter and admits that, while he wouldn't know everything about Irish football, "as a keen football follower, I would have known quite a lot about the eircom League before I started."
He sees his role primarily as an advisor to the clubs. He certainly knows what he wants to see done to promote the League. "It is important to get the players back on the back pages. People want to read about football matches, not registration issues," he said referring to the controversies of this season.
However, increased publicity in the media is not Bernstein's main aim; it is fans who he sees as the key. "At the moment, football clubs have a core support, but it's not big enough for what we want to achieve. Clubs have a lot to do to promote themselves.
"Football is no longer a game - it is a day out. They (The clubs) need to make their product, which is a match day, more entertaining, not just on the field, but off the field as well. We have to make it a family occasion." He believes this plan would have a domino effect with the League been promoted through word of mouth.
"If the people who go to the matches enjoy themselves, they will tell their friends, who will tell their friends and so on." He also stresses that the players have a role to play, not just on the field, but off the field also.
"In England, a fan cannot just go up and talk to David Beckham, but here, supporters can approach someone like Glen Crowe and hopefully, he will have an impact on that fan."
Bernstein is also keen to introduce a 'Football in the Community' project. Some clubs already have their own projects, though the initiative is still not common within the League. "I want to seen clubs promoting themselves in their community and raising awareness.
"It has been hugely successful in England," he said. He will also be helping clubs gain their UEFA licences, which every club will need to enter European competition from next season onwards.
The licences take into account club facilities and financial structure, and many clubs around Europe have been forced to reorganise to meet UEFA's criteria.
© Official FAI website
Darren Bernstein, recently appointed Marketing and Development Executive of the eircom League, believes that it is vital to get National League players back on the back pages again.
With a strong background in sports promotions, and a FIFA recognised Masters Degree in Management, Humanities and Law in Sport, Bernstein has a proven track record in the marketing of sport in Europe.
The Englishman, a Bury fan, is also an avid football supporter and admits that, while he wouldn't know everything about Irish football, "as a keen football follower, I would have known quite a lot about the eircom League before I started."
He sees his role primarily as an advisor to the clubs. He certainly knows what he wants to see done to promote the League. "It is important to get the players back on the back pages. People want to read about football matches, not registration issues," he said referring to the controversies of this season.
However, increased publicity in the media is not Bernstein's main aim; it is fans who he sees as the key. "At the moment, football clubs have a core support, but it's not big enough for what we want to achieve. Clubs have a lot to do to promote themselves.
"Football is no longer a game - it is a day out. They (The clubs) need to make their product, which is a match day, more entertaining, not just on the field, but off the field as well. We have to make it a family occasion." He believes this plan would have a domino effect with the League been promoted through word of mouth.
"If the people who go to the matches enjoy themselves, they will tell their friends, who will tell their friends and so on." He also stresses that the players have a role to play, not just on the field, but off the field also.
"In England, a fan cannot just go up and talk to David Beckham, but here, supporters can approach someone like Glen Crowe and hopefully, he will have an impact on that fan."
Bernstein is also keen to introduce a 'Football in the Community' project. Some clubs already have their own projects, though the initiative is still not common within the League. "I want to seen clubs promoting themselves in their community and raising awareness.
"It has been hugely successful in England," he said. He will also be helping clubs gain their UEFA licences, which every club will need to enter European competition from next season onwards.
The licences take into account club facilities and financial structure, and many clubs around Europe have been forced to reorganise to meet UEFA's criteria.
© Official FAI website