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Seeing as its the same few that turn up events for the club (Dan Murray, Danny Murphy, Paul Connel, Colin O'Brien, Roy O'Donovan, Neil Horgan, John O'Flynn, Joe Gamble this year) Should all new contract included the same clause about off field activities and events for the club but make the performance related, i.e. If they turn up then the get rewards for it.
I don't think they should get rewarded for going to social events but I agree with you that players should have it in their contract that they are expected to attend various events.
A lot of clubs do a sort of rotational thing for i.e. various supporters clubs player of the year awards. It's the decent thing to do considering the fans are the one's that basically pay their wages. Players can take turns to go to different things when it's their turn to do so.