Michael McMullan: Ticket prices and the need to read the room

By Michael McMullan

A flick through the Irish Examiner last week and a story has had me thinking since.

John Fogarty reported that the GAA are considering raising ticket prices for next season.

It doesn’t sit well. In an era when the cost of living only seems to climb, I think the the world’s greatest community-based organisation needs to read the room.

Even when you think about the price of fuel in recent weeks, the matchday cost is going up already.

Before I go any further, I accept that, as a reporter, I get into many games for free.

To caveat that, the media are very often the first people to arrive and the last to leave. Our work only starts on the final whistle.

It has always been pointed out that those who make decisions on ticket prices never have to pay into games either.

For me, the fans need to be respected. I just feel the supporter base is now a cash cow. And it’s getting worse.

Two years ago, the GAA increased seated tickets for All-Ireland senior football and hurling finals, by a tenner, to €100.

There were increases for other games in the championship with also a climb in league admission prices.

According to a GAA statement at the time, it was the first price hike since 2019 and a second in 14 years.

That said, this is certainly not the time to ask supporters to fork out any more money.

If anything, I feel the association needs to take a deeper look at pricing with the view of incentives for loyal fans.

With the technology that now exists, surely there can be a wider means for fans to be given free access to a game if they are loyal. You see it with coffee shops all the time, after 10 drinks, there is one for the customer on the house.

I do understand that much of the gate revenue is filtered back down, to improve the association, but last week’s news of a new increase is so, so untimely.

I have been an advocate of the need for bigger attendances. My main reason is the need to create a better atmosphere. Too many of our venues are too big anyway.

In recent years, the incentive has been taken away for purchasing a season ticket. As it stands, it only helps the fan who feels their county is going to get to an All-Ireland final and it’s a chance to guarantee a ticket.

The GAA made great strides in spreading league games over Saturday and Sunday. This is a brilliant concept they are to be commended for. However, if they brought back their extended season ticket for, say 200 quid.

Imagine it allowed fanatic fans to go to more than one game every weekend, it would be an attractive purchase.

Christmas present

Better still, it could even be a Christmas present for the GAA fanatic in the house. It would be more appreciated than a supply of underwear, socks and aftershave.

It would be a great way of rewarding those who not only take in their own county’s game on a Sunday.

Imagine someone from another Ulster county, then heading to Ballybofey on a Saturday night if Donegal were hosting Kerry under lights.

We just need to think outside the box more. It would help earn extra revenue for the local towns hosting games. There is the potential boost to the hospitality sector and making it an occasion.

Every weekend, there should be a competition at all grounds. At half-time, a ticket number could be called out. This is seperate to the half-time draw, funded by the GAA themselves.

The winner could be given a carvery dinner for two in a local hotel. If it is a juvenile ticket, they could be given a jersey of choice. In fact, have two separate prizes.

If the county then want to run their own half-time draw, then, they can.

To me, it is all about marketing. In times where money can be scarce, with multiple games in the same paycheck, it would be an excellent PR campaign for the GAA.

It would be a starting point in helping reverse the ‘Grab All Association’ jibes.

On another note, I feel we need to bring back the minor game as the curtain-raiser to senoior championship fixtures.

As it stands, the single game isn’t enough of an attraction. There is also the pitiful sight of the 25-year jubilee team waving to an empty stadium, as revellers squeeze in an extra jar or two before racing in for the senior game. Paying 100 quid for one match is far too much.

From talking to parents of minor players, they always make the case how it would be excellent experience, running out on the big occasions.

It would also bring more people than a single header would. Granny and Granda are not going to miss wee Johnny getting his first run out for the county.

We just need to be exploring every possible avenue of getting more people through the turnstiles. To me, this has to be a question GAA decision makers need to be asking.

That’s why reading John’s piece about a potential price hike is a major concern.

To me, it will just make Gaels double down on staying at home, watching it on telly with a bite of grub.

In an era when illegal Firesticks are common and families come together to watch games in front of the television, the live match experience is coming under threat.

I watch a lot of games in the year. If my team is playing, I will want them to win. If I am neutral, the one sole ingredient I am after is entertainment.

For me, games in empty stadium don’t provide that. I am sure if a survey of players was carried out, they’d want to play in packed venues with the fans’ passion literally spilling over the fence.

Clubs and counties hold the power. It’s time for the most important question to be asked again.

What can we do to get bums on seats? People will rightly say, successful teams will see to that. That’s correct but success only brings the bandwagon supporter.

The genuine fans are those we need to look after better than anyone. Asking them to dig deeper into their pocket certainly won’t encourage them back in the gate.