GAAconomics : the secret life of money in the GAA / Michael Moynihan.

Includes index.

CW807, CW858

[Part One: Cash flow] The significance of 80 per cent: the bottom line -- The great secret springtime revenue generator -- The Pa Dillon-Bob Dylan conundrum: concert revenue -- The name above the door: stadium naming -- All those breakfast rolls add up: what the GAA does for local economies.

[Part 2: Premises] Broadway and Wall Street in one: Croke Park's value to the GAA -- Completing the horseshoe: covering the hill and the five grand chicken -- Why sell to GAA people? profiting from big game tickets - Cultural stereotypes: who brings their own sandwiches to Croke Park?

[Part 3: Personnel] The necessity of the commercial agenda: the GPA -- What an Old Guinness ad tells you about GAA players -- Why the GPA sees itself as a bulwark against professionalism -- Can hurling become more popular? -- The commercial pressures on referees when it comes to late equalisers -- The Kerry packer scenario.

[Part 4: Commercial partners] Super Sunday on the way: media rights I -- A marriage of like minds: RTÉ and the GAA: media rights II -- When sports success is bad for business: anatomy of a sponsorship -- Beyond the border: popularity outside the county -- Breakfast of champions: how much for a player to endorse your product -- People, as they're also known: the GAA fan as consumer.

[Part 5: Internal challenges] A different hymn sheet: when the GAA disagrees with itself about money -- Paying for the biscuits: the cost of GAA justice -- Like a different country -- Paying for failure: managers -- Fixture migraines: the influence of the outside manager -- When championship restructuring ceases to be a conversation killer -- The expense of ecumenism, or why one-code counties do better -- The paid official.

[Part 6: External audit] The most significant purchase in GAA history -- Does Lottery funding lead to All-Ireland success? -- An agnostic's view of GAA funding.

[Part 7: The local franchise] Some just aren't going to survive: the Club in the future -- Splits needed: why superclubs are bad news for Dublin -- Why the spectrum of concern means a County Board spending cap is a good idea.

[Part 8: Future outlook] The Don Draper Approach: rebranding the GAA -- Europe, Nowlan Park and the new demography: challenges and left-field answers -- Conclusion: value for money?

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