Government Policy &

the Business of Sport

in Northern Ireland

Dr Damian Gallagher (UU)

Dr Ann Pegoraro (Laurentian University, Canada)

Prof Audrey Gilmore (UU)

Mr. Ryan Bell (UU)

‘Social Media is where sport consumers

live, it is where future consumers will be’

The Power of Sport- Sport is divisive by its nature!

- Sport touches every human

emotion, memories, feelings,

frustrations……

- It is expected to bring about

more ‘good’ than ‘bad’ (Ziegler, 2015)

- Needs strategic development

to realise its FULL socio-

economic benefits

The Delivery of Sport

Reliant on

Volunteers

Passionate

Volunteers(Sport focused)

Attendance

well below

capacity

Member

of

National

League

Semi Professional Sports Club (SSC)

Small Medium EnormousStruggling Making

Ends Elite

Participation /

Public Good

Competition

Elite performance

Participation / Public

good

PUBLIC SECTOR:

NOT FOR PROFIT: FOR PROFIT:

SSC Revenue Streams…..in theory

1. Fans/

Attendance

Club

Match Day

Revenues/

Merchandise

Government

SponsorshipMedia

Revenue

Fundraising

Volunteers(time freely

given)

Stadium(non-matchday)

Governing

Body

Context: ‘Semi Professional’ Sport Clubs

Increased

Competition:

-Commercial /Elite

-’Entertainment’

Increasing

Overheads

& Admin

Decreasing

Public £$’s

Need for

Professionalisation/

commercialisation

(Survive or

develop)

Human

Resources

‘Sport’

VolunteersVolunteers

Finance InfrastructureLack of

Control Networks

CHALLENGED:

Resources:

Poor

Attendance /

Preferences /

Revenue

Scarcity of Resources

‘Myopic’

Sport Matters: The Northern Ireland Strategy for Sport and Physical

Recreation, 2009 to 2019

The Business of Sport (SSC)?

Participation

PlacesPerformance

Social

SSC Revenue Streams…in reality

1. Fans/

Attendance

Club

Match Day

Revenues/

Merchandise

Government

SponsorshipMedia

Revenue

Fundraising

Volunteers(time freely given)

Stadium

Governing

Body

Can Football Clubs Monetise Their

Social Media Following?

Respondents (n=1049)

Social Media Usage

Access Fav Team vs Fan Commitment:

…likelihood of greater their levels of commitment to the team!

Access Fav Team vs Attendance:

…likelihood of greater their levels of attendance at games!

Access Fav Team vs Season Ticket Holder:

…higher likelihood they’ll purchase season ticket!

Access Fav Team vs Merchandise:

…high likelihood they’ll purchase team merchandise!

Access Fav Team vs Saying Positive Things About

Attending:

…high likelihood they’ll say positive things about attending!

Female Consumption

Female Consumption (2)

Recommendations

‘The will must be stronger than the skill’

– Muhammad Ali #TheGreatest

• Greater Consideration for the business

of sport in government policy

• Facilitate the development of a

business of sport education program

within SSCs

•Pilot programme of intervention

• Facilitate the development of

FEMALE SPECTATORSHIP!

• Commissioner for Sport

Thank You!

Questions, Suggestions & Discussion