Craic at Croke

For the first visit of the day, the class traveled to Croke Park, the stadium that hosts the Gaelic Games and is the headquarters of the Gaelic Athletic Association. This stadium is actually the third largest in all of Europe with a capacity of about 82,300 people, which is an impressive size for being a host of only amateur sports. In Ireland culture, trust is earned by creating relationships.  Part of this relationship-led culture is the importance of identity. The people of Ireland are proud of where they come from and are not afraid to show it. The players of the Gaelic games are proud to represent their Irish counties at Croke Park, even so without pay. The dedication and love to play in front of eighty thousand fans without earning a wage is unheard of, which makes the Gaelic Athletic Association so amazing.

The Gaelic Athletic Association has over one million members who pay for their membership. As for the price, I am sure it is reasonable since the association does not have wages as variable costs. Now considering the rest of the marketing mix, the location of the stadium is in Dublin. Being the capital and the largest city of Ireland, this was a logical location for the stadium to gather the most consumers since most are already in the city or the travel would not be too far for the outsiders.  To promote the GAA and Croke Park, marketing options include commercials, ticket sales, retail sales, social media and television coverage. The stadium also hosts conferences, guest tours, and concerts to also promote the association.

Onto Porter’s Five Forces, the one that stood out was the power of the stakeholders. GAA’s stakeholders are its members (players, fans, parents, etc), sponsors, television broadcasters, media partners, staff, and suppliers. I believe they hold high power. The members, especially the players who are not getting paid, could drop the association at any time. The sponsors could stop a significant amount of income. Any one of the stakeholders could have a severe impact.

The Gaelic Athletic Association has created such a strong brand and provides a sense of national awakening for what once was the oppressed Irish. This is all for them, and their pride shows it. I am extremely grateful to have visited the breathtaking stadium that holds so much significance for this lovely country.