Foot.ie Q&A - Noel Mooney - Answers
Here is a link to the Questions Thread
Thank you for your questions. Unfortunately not all the questions I received related to my job as the National Promotions Officer so I was unable to answer them. Please find below my answers to the questions that relate to my area of responsibility, the Club Promotions Officers Programme. - Noel Mooney.
Foot.ie - I would like to thank Noel for part-taking in this Questions & Answers session, and considering his schedule in the last few months but more importantly most recently i think we really have to show some appreciation to him for taking the time out to complete this. I understand that some of the question were out of his remit and he was not in a position to answer them. I think i am partly to blame for that as i should have been more concise when first requesting the questions from the forum. Thanks a million for your contribution Noel and keep up the good work.
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On average, how successful do you feel the CPO's have been in increasing attendances?
I have been extremely pleased with the CPOs’ contributions to increased attendances in the eircom League of Ireland this season. When I took on the role, I had a clear vision for where I saw the CPO programme going and with the season coming into the final straight, the CPO programme has exceeded even my own expectations in its first season.
There are many factors that contribute to attendances but I can only control the CPOs’ effect and I have seen community links being built all over the country that convince me of a far brighter future for the league going forward. Relationships with the likes of schools, soccer clubs, community organizations, ethnic groups etc do take time to build so I believe the most powerful effects from the CPO programme will be even more pronounced over the next number of seasons.
I have been involved in the league literally from the day I left school and I was so frustrated by the total isolation our clubs existed in from almost all sectors of the community. I was appalled by the sheer apathy clubs and the league showed in promoting themselves in their areas and when the opportunity came up to effect change, I just knew I had to go for it.
Do you hope to see a bigger increase in attendances next season?
Up until last weekend, the attendance increase this season over the 2006 season stood at 32.01%. These are based on the figures submitted by the clubs.
When I joined the FAI, We agreed a minimum of 20% increase so I am delighted that we have exceeded our targets. However, I must stress that we are only in the early stages of a programme that will pay great dividends for the league for many years to come and that includes increased attendances..
Has the FAI studied other national leagues which have higher attendances and profile than the eircom league, in countries similar to Ireland, in order to identify ways in which to improve the eircom league and if yes which countries?
Yes. My first meeting was with the English Football League in Preston to learn how they support their clubs in terms of Marketing and building community links and I have also engaged with the Welsh, Scottish, Swedish, Norwegian and Icelandic Football Associations on the culture within their leagues and how they build community support for their clubs
Among the ideas which have been introduced as a result of is the Fans Database which allows us to send a club ezine and text messages to those who have registered on our website, www.eircomloi.ie. In addition to looking at other countries we have also sought the opinions of existing LOI fans through a survey at stadiums in May and June and I am always engaging with fans every time I go to a match or involved in a promotion.
My mind is always open to suggestions or ideas from fans on how to promote clubs and the league and I can be contacted at noel.mooney@fai.ie
Do you think that the FAI and your team have done enough when it comes to promoting the First Division?
Cobh Ramblers (Paul Reidy) and Dundalk (Paul Johnstone) both have Club Promotions Officers, which are co-funded by the FAI just like the CPOs at the Premier Division clubs, and I am delighted by the progress of both clubs in forging community relationships since they started in April. The remaining First Division clubs have been invited to partake in all of the CPO training seminars and initiatives as is practicable and the likes of Monaghan United and Limerick 37 have been excellent in sending representatives to many of the CPO meetings. I think you will see more First Division clubs increasing their promotional activities as we progress and that can only be a good thing .
What is the most innovate scheme developed by a CPO at any club so far?
Each club has contributed devised innovative schemes during the season and one I took great encouragement from was Galway United’s ‘Give Drugs the boot’ initiative.
Daniel Walshe, Galway United's Club Promotions Officer met with the Western Drugs Awareness Group and presented to them what linking up with Galway United would do for them in terms of highlighting the dangers of taking drugs. They could use the players/stadium etc to raise the profile of their cause and they agreed to fund the campaign producing Galway United/Give Drugs the Boot merchandise and activities.
This shows the community that Galway United have a role to play far beyond the football pitch and this is what positions clubs at the centre of the community they represent.
The players visit schools as part of this message and I really believe this sends out a positive message to our next generation of League of Ireland fans. They associate the club as having values and a soul.
Have you identified the stigma of 'barstooler' fans of the English Premiership as a particular problem/opportunity?
I see the increasingly soulless Premiership as being an opportunity for the League of Ireland in the future. I enjoy watching Premiership soccer as it is an opportunity to watch many of the best players in the world. Come to think of it, I would watch soccer from any part of the world and at any level.
However, the Premiership is changing rapidly with new investors/owners that are turning it into investment/return game. I believe that if our clubs continue to become more part of the community and we create a new culture of clubs with a vision, purpose, soul, community spirit then I am convinced that we can, over a period of time, convince people that there is benefit in supporting your local club even if you retain an affinity to a club in England or Scotland for that matter.
You did an experiment with Sligo Rovers before their game with Bray back in August and without doubt, it was a success, but realistically, do you think clubs in the league would be able to afford the level of promotion that went on for that game on a regular basis? Would the FAI subsidise some of the cost?
The experiment in Sligo was a fantastic experience on many levels (apart from the damn weather on matchday!). I don’t think it is realistic for a club to reach that level for every home match. However, I do believe most of the elements of the promotion can be used for each home match. For example, the signage we left behind only needs a change to the letter for each match. We showed how posters etc can be distributed and put up through engaging with supporters of the club in the town and surrounding areas. An invitation to a school or club does not cost much and in Waterford the invited kids cleaned out the shop twice!. I was really encouraged in Sligo by the attendances for the cup game and the Derry City league game which followed the Bray match. It is difficult to quantify the effects it had on the area after but I learned so much about the club in that week and left convinced that Sligo Rovers has enormous potential.
I believe clubs are beginning to see local promotion of their games as an investment.
