BDO report highlights Munster’s value to the Limerick economy

MUNSTER fans attending the province’s big fixtures clashes at Thomond Park will spend between €32 and €260 each in Limerick on the day of the game, a major new report has revealed. And, visiting supporters for the big Heineken Cup weekends spend an average of up to €527 each during their stay in Limerick.
The increased capacity at the re-developed Thomond Park has resulted in their financial contribution to the city and region growing by more than €6 million in the past season.
The economic impact study commissioned by Munster Rugby confirmed the fact that the redevelopment of Thomond Park Stadium has resulted in the creation of a major economic stimulus for the local economy.
As well as the injection of revenue, however one of the major outcomes of the study is the level of positive social impact such events have locally.
Visiting supporters stayed an average of 2 nights each, while one in four Ospreys supporters who attended their Heineken Cup quarter-final clash with Munster in April, stayed three nights or more.
The study of spending patterns of 445 Ospreys supporters revealed an average spend of €527 per visiting supporter which is similar to the findings of the Economic Impact Study conducted at the Munster versus Wasps pool game where the average spend was €537.
The Heineken Cup quarter final match against Ospreys in April generated €10.5 million for Limerick. The direct expenditure from Irish and Welsh supporters was €4.194 million. The fixture also resulted in 280 part time jobs created over the weekend across local hospitality, food, beverage and retail sectors. Local accommodation providers are of one of the major beneficiaries with 3912 bednights generated locally for the Ospreys match.
A pre-departure study conducted among Ospreys supporters with the assistance of Shannon Development highlighted that the majority of visiting supporters focused on the destination as a sporting and rugby. Two thirds of the visiting supporters associated the city with Munster Rugby, Thomond Park and sport.
The perception of Limerick among visiting supporters focused on the welcoming, friendly and sociable nature of the city.
The top three rated aspects of Limerick among the 445 visiting supporters surveyed were the friendliness of local people, that Limerick is a sports orientated city and the great atmosphere throughout Limerick.
Munster Rugby CEO, Garrett Fitzgerald said: “We are delighted that the investment made in the new Stadium is having such a positive economic impact for the Limerick and the wider business community.
“We were always aware of the level of business activity in the city on the strength of Heineken Cup matches however these study findings confirm the economic potential of stadium events for Limerick City and the Mid West region”
Mark O’Connell, Consulting Director with BDO Simpson Xavier said the value of the media coverage for the city and region was also very significant.
“Games such as the Ospreys game can create a latent tourism spend effect of €12 million for the city based on the international match coverage across all media formats,” Mark O’Connell said.
“”It was estimated that the value of global media coverage for the city for the past season was €58 million including the All Blacks game last November.”
Sales and Marketing Manager for Munster Rugby, Glyn Billinghurst said it was important that they now build on the findings and information gained from these two studies and provide the supporters visiting Thomond Park with activity and events around the match to enhance their visit to Limerick.
“The study also identified a clear need to publicise the activities, offers and events that are organised in Limerick City in advance of any match weekend,” Glyn Billinghurst said.
"This will help grow the major economic impact of any Munster Rugby Match or event in Thomond Park.”

Colm Kinsella