x10

Irish Hockey

By John Flack

FEW people in Dublin will be unaware that the European Nations Cup tournament is coming to town next week.

It's all part of a new marketing strategy for both the men's and women's game introduced by the IHA's Chief Executive Paul Varian.

Part of it involves a massive billboard campaign which has used larger than life size models in the shape of Linda Caulfield and Jenny Burke.

The Hermes duo, both capped more than 100 times, appear on giant posters strategically placed at more than 20 locations around Dublin. Even commuters on the Belfast-Dublin train couldn't miss them as Connolly Station is one of the chosen venues.

It's a far cry from the days when, if you were lucky, a yellow AA sign would be all that was used to 'promote' a tournament.

Hockey's equivalent of the IFA's Howard Wells certainly means business.

The money's rolling in through sponsorship with the Republic's Electricity suppliers, ESB, on board specifically for the women's game.

Supermarket giants Tesco are secondary sponsors of the Europeans which kick off when Ireland face France a week today.

And last week a kit sponsorship deal with Canterbury was announced. Replica kits will shortly be on sale.

Relations with the press and other media have also improved.

Now all we need is two teams to match as both the men and women put the final touches to their preparations for their Euro bids in Dublin and Rome.

Rate This Article

Select Here  5 Stars  (Best Rating)   4 Stars   3 Stars   2 Stars   1 Star  (Worst Rating)

Your opinion counts.
Rate this article or enter your comments below.