First, can you let me know how the Steelers were awarded Ireland as an International Home Marketing Area (IHMA)?
That’s an interesting question. A couple of years ago teams were given an opportunity to apply for different markets. Countries like Canada, Mexico and Australia were ones many started with. The Steelers started with Mexico. I remember having a conversation with people here when that was approved. I though the Steelers would choose Ireland first but that didn’t happen, which was disappointing.
Once a year NFL teams get the opportunity to choose a country through the IHMA program. Over the last six months it looked like the Steelers were working on this. They had it approved right after the recent NFL Spring meetings. The NFL wants teams to have two or three countries awarded to them. The Dolphins chose Spain and the UK. The Jaguars have UK and Ireland. The Chiefs have a strong connection in Germany and Mexico. So it’s exciting now to see it happen that the Steelers have been awarded Ireland. The fans here are excited.
What does it actual mean to teams to be awarded an International Home Marketing Area like this?
It allows the teams to build a global brand. The Steelers can come in and brand themselves officially to fans in both Northern Ireland and the Republic of Ireland. They can create official partnerships with Irish companies – maybe an airline, for example. They can set up draft watch parties and flag football tournaments with draft picks. It doesn’t cement things, but it gives them priority in that region. And the Steelers have given an indication they want to play in Ireland though it doesn’t guarantee that will happen.
Much of the reading behind the Ireland interest is obvious, but any thoughts on why you think the fit is so good between Ireland and the Steelers?
The Steelers were the biggest supported team in Ireland. The Rooney family has their Ireland connections. The Rooneys got on a boat from Ireland to the United Stated to find the Steelers team.
Dan Rooney brought the team here in ’97 – he showed he was proud of his Irish roots then. I met Tom Rooney a couple of years ago and he was clear then how much the Island of Ireland meant to him. The team has been committed to Ireland for the last four decades.
Dan gets it – he knows how much the team means to the country. And with such a high percentage of Americans with Irish blood, it makes sense for fans too.
Does this also mean a pipeline into developing future NFL talent from Ireland?
Our main sports here are Gaelic football, rugby and soccer. Some of our Gaelic football players have been trying out as kickers in colleges and the CFL. I think the Steelers can help with developing players. A lot of younger players are aspiring to do that.
At the grass roots level, the opportunity has now opened up for flag football tournaments for both boys and girls sponsored by the Steelers and the NFL. The Jets and Bears have done that with their market agreements. Looking at how other teams have done it, especially in the UK, I can see the Steelers using that as a blueprint and adding their own expertise to it.
Does this mean they get a Steelers game in Ireland soon?
Hopefully they do play in Ireland in the next five years or so. With the AFC extra game in 2025, I’m confident it will happen – we all have a real desire to do this.
For Steelers fans, I think they won’t have to lose a home game if it’s 2025. The extra game can occur in Ireland then. The fanbase here in Ireland – I think if there’s a game here, they deserve for it to be a Steelers game. It should be the Steelers and it makes even more sense now.