Munster make a massive impact

MUNSTER’S magnificent 34-point win over the Ospreys (43-9) in the Heineken Cup quarter-final on April 12 benefited Limerick city and county to the tune of €10.5 million while the persistent success of Tony McGahan’s men is working to improve the perception of the city as a friendly and sociable place among visiting supporters.


At a breakfast briefing hosted by Thomond Park this morning the findings of a recent economic impact study commissioned by Munster Rugby and undertaken by BDO Simpson Xavier revealed that the Heineken Cup quarter-final clash with the Ospreys in April generated €10.5 million for Limerick while the study also revealed that the financial contribution to the city and region has grown by over €6 million since the stadium was re-developed and the respective capacity increased.
Commenting on the impact of the Heineken Cup games on Limerick city and county 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 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, echoed Mr. Fitzgerald’s comments.
“The study reveals a number of major profile benefits for the city in addition to the obvious financial boost these games generate,” BDO Simpson Xavier’s Mark O’Connell explained.
“The previous economic impact study conducted for the Munster versus Wasps game in January 2008 highlighted an almost identical spend per visiting supporter of €530 over the weekend of the games. The major difference for the city is now the ability of Thomond Park to accommodate more Munster and visiting supporters and create a much higher level of economic activity across the city.
“The value of the media coverage for the city and region is 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,” added Mr. O’Connell.
“Indeed, 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.”
Commenting on the overall impact of Munster games at Thomond Park Sales and Marketing Manager for Munster Rugby, Glyn Billinghurst explained that “it is important that we 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. This will help grow the major economic impact of any Munster rugby match or event in Thomond Park”.

Brian McDonnell