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There was no advertising of the game, no sponsorship, no clubs, and, more egregiously, the FAI reacted to falling gates by putting its head in the sand and ignoring its own market. Contrast this with what was happening in the face of the similar marketing domination of English clubs, in countries like Norway.
The Norwegians, who had a smaller fan base than us, responded to the blanket coverage of English football by increasing the local interest with advertising campaigns, match-related giveaways and a well-orchestrated marketing campaign in the print, on local radio and on national TV.
Smaller stadia in Oslo were upgraded at a time when the owners of Shamrock Rovers were selling Milltown to property developers. As a result, the Norwegian league has a top side in Rosenborg. It regularly qualifies for the Champions League, reinforcing both the financial and psychological virtuous cycle.