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Through its website, www.fai.ie, the Football Association of Ireland will provide global access to a range of information and products and the strategy also provides for a newly structured relationship between the Association and its sponsors.
The new brand image of the Football Association of Ireland represents the very essence of Irish Football – inclusive of all who enjoy our game. As well as embracing a long tradition with the shamrock, the new logo is a fresh modern reflection of our heritage and the bright talent who star in our game at every level. The use of green and orange continues to reflect the significant relationship with our national colours.
The Crest identity, to be worn on all playing kit, is primarily the public identity associated with representative Irish Football teams at all levels of the game, under-age, junior, women and senior. As such it will open worldwide opportunities for promotion, publicity and merchandising.
The design work for the new brand image was developed by an in-house project team from the Football Association of Ireland with the support of design agency, Source.
An original music score, entitled An Treibh Laidir (The Mighty Tribe) was specially commissioned from traditional Irish Group, Dervish, and it will be a central component of the identity of the Football Association of Ireland into the future.
IrelandFANS is another element of the new brand strategy and it is a global Fan network which offers Ireland Fans, at home and abroad, a unique status within Irish football. It includes exclusive access to player and team updates as well as special discount rates on all on-line purchases and many other exciting features and rewards.
FAIreland Website: The website of the Football Association of Ireland, www.fai.ie, is continuing to be developed and it is being transformed into a state of the art, dynamic and user-friendly site. It will not only act as an important component of the Association’s brand communications portfolio, but it will also have the ability to generate significant streams of income for the Association.
FAIreland Merchandising: With the support and co-operation of its sponsors, the Football Association of Ireland will introduce, and bring to market worldwide, a range of merchandise, which will not only identify with the brand image of the Association but will also generate new revenue streams for the development of grassroots football.
FAIreland Chief Executive, Fran Rooney, says, “For every organisation its brand is a valuable strategic asset and is the primary source of its competitive advantage. For our part in the Football Association of Ireland, our new brand strategy gives us the opportunity to develop an image, both within and outside football, which reflects an Association that is modern, yet with traditional values, is progressive, professional, business focused and about football.”
“The partnership approach of our sponsors in cooperating with and supporting this new brand strategy is a very positive statement reflecting a commitment to the development of football for the future,” Mr. Rooney added.
Cathal Magee, Managing Director, Retail, eircom, premier sponsors of the Football Association of Ireland, says “We would like to congratulate the Football Association of Ireland on the launch of its new brand strategy, marking a new era for the Association and for football in Ireland. As premier sponsor we look forward to playing our part as an Association develops and supports Irish football into the future.”
John Courteney, Managing Director, Toplion Sportswear Ltd, Official Kit Sponsor to the Football Association of Ireland says, “I believe that the use of the new crest on the playing strip will enhance the public identity of Irish International teams and I congratulate the Football Association of Ireland on bringing forward its new brand strategy at this time.”
Michael Howe, Managing Director, Fiat, Official Vehicle Sponsor to the Football Association of Ireland, says “I would like to congratulate the Football Association of Ireland on the introduction of its new and very exciting brand. This is a period of great opportunity for the Association, for Irish football, and Fiat are proud to be associated with the new brand image for Irish football.”
International Team Captain, Kenny Cunningham, says “On behalf of the Senior International players I would like to congratulate the Football Association of Ireland on this initiative. We will be proud to wear the new playing gear with the new crest in the forthcoming World Cup campaign.”