Northern Ireland
Football League
Developing Our
Football Future
Together
Northern Ireland Football League
Developing Our Football Future Together
Introduction
The NIFL was established in 2013 to manage and administer the Premiership,
Championship, League Cup and Reserve and Youth Leagues hitherto operated by the Irish Football
Association (IFA) on behalf of the clubs that compete in these divisions.
At the outset the company strategy was as follows:
•
To establish the business as a separate entity during Season 2013/14.
•
To work in partnership with the Union of European Football Associations (UEFA) to
conduct a review of the current league structures in order to make
recommendations on the future direction of the leagues.
•
To work in partnership with UEFA to develop a visual and conceptual identity
that embraces all stakeholders.
•
To conduct a review of the company structure to ensure it is fit for purpose.
•
To positively promote the NIFL in order to encourage more fans to attend matches
regularly and to persuade existing and prospective sponsors that the NIFL is a brand
worth investing in.
The NIFL Board feel that the time is now right to:
•
Evaluate where we are – analyse the environment in which we operate
and the current position of the company.
•
Acknowledge achievements to date.
•
Identify strategic priorities.
•
Develop a strategy for further development and improvement.
Vision
“To be a sustainable, progressive and respected sporting league in Northern Ireland and European
football.”
Mission
“To sustain a vibrant brand which provides a platform for our member clubs to
improve their quality and image; enhancing the commercial value of the game to achieve a sound
and sustainable financial future.”
Values
Leadership
We must provide leadership to our members.
Transparency
Our decision making process should be open to scrutiny by all
of our stakeholders.
Representative
We must ensure that we always reflect the views of our
member clubs.
Inclusive
NIFL will be open to all members that meet our criterion and will
promote an Inclusive approach to our members.
Integrity
NIFL will operate to the highest levels of integrity at all times.
Progressive
/Innovative
We will seek to be innovative in the way that we develop the
organisation and find solutions to members problems.
Achievements to Date
Creating Our Football Future Together
The NIFL launched its Vision Document ‘Creating Our Football Future Together’ on
4 December 2013. The document set out to introduce the NIFL, highlight the Mission
and Vision of the NIFL, and highlighted future projects and targets.
In order to achieve our Vision we undertook two consultation projects:
Developing the Brand
•
The NIFL worked in partnership with UEFA to create and foster the NIFL brand and image
through engagement with all key stakeholders.
•
We aimed to enhance media coverage of the local game, our competitions and member clubs.
•
We aimed to increase the interest in and accessibility to the league and clubs.
Developing the Product
•
The NIFL Board worked in partnership with UEFA, and engaged with all key stakeholders to
gather opinion on the competitive structure of the respective leagues and competitions.
•
We also worked in partnership with UEFA to develop the future direction and structure of
our leagues and competitions.
•
We have also engaged with the IFA to review and enhance youth development structures
with our member clubs.
Restructure Proposals
Following the conclusion of the above consultation projects and a presentation of Tom Gorissen’s,
Advisory Manager, UEFA Top Executive Programme, analysis and findings the NIFL Board identified
7 “S” Factors which each interlinked to form the proposed future league structure and strategic
direction of the league. The NIFL member clubs endorsed the restructure proposals at the second
Annual General Meeting of the NIFL in June 2014.
Following the adoption of the restructure proposals the respective rules and regulations have been
amended to pave the way for the implementation of the proposals.
Commercial Activity
Danske Bank Premiership
The NIFL were fortunate and grateful to
inherit the Danske Bank sponsorship of
the Premiership in 2013 for what was
then the second season. The NIFL has
since successfully nurtured and
strengthened its relationship with
Danske Bank and have extended the
partnership which will take us
through to the end of the 2016/17
season. It is a fantastic endorsement
for all of our clubs in not only the
Premiership but throughout all of our
competitions as having a company with the brand reputation
that Danske Bank possesses serves as an example to other companies who may be
looking to invest in the NIFL and our clubs.
Trackchamp
In July 2014 we signed a long term contract with
TRACKCHAMP, a joint venture between Bwin.party
digital entertainment and Chyronhego, to be our
Official Streaming and Data Partner.
In a deal that is the first of its kind in Northern
Ireland, TRACKCHAMP, with its state of the art
technology, produces real-time streaming video and
graphics and collects performance data at Danske
Bank Premiership and NIFL League Cup games.
Throughout the season over 220 games were
streamed live over the internet, providing global
reach, brand awareness and visibility for the
league, clubs and its players.
Mervyn Stewart Skoda
Mervyn Stewart Skoda announced a three year
deal to become an Official Partner of the NIFL
in April 2015 and have shown their
commitment to drive domestic football and
will continue to be proactive in promoting
their association with the NIFL and our
competitions.
JBE Mechanical Electrical
JBE Mechanical Electrical were announced in
August 2015 as the sponsor of the NIFL League Cup
for Season 2015/16. JBE Mechanical Electrical
agreed the deal following placement of pitchside
advertising at the 2015 League Cup Final and
recognised the League Cup as a platform to
improve their brand awareness and visibility.
BBC
Our relationship with the BBC continues to evolve with the broadcaster providing
unrivalled coverage throughout every week of the season. Final Score NI continues to be the
second most popular local TV programme with over 100,000 people tuning in every week. Now into
its fourth season, The Irish League Show continues to be shown on the BBC website but can now also
be accessed on the BBC i-player allowing better access to the show. It is easy to focus on the TV
coverage that the BBC provide but their BBC Radio Ulster Sports Sound programme on matchdays
remains a must for local football fans across the country and beyond.
Uhlsport
In May 2016 Uhlsport announced a three year deal to become the Official
Ball Provider to the NIFL from Season 2016/17. The footballs will be used
in each of NIFL's competitions including the Danske Bank Premiership
through to the Championship & Premier Intermediate League as well as
in the Danske Bank Women's Premiership
Attendances
A total of 225,630 spectators attended Danske Bank Premiership fixtures in Season 2015/16 which is an increase of 4.3% from the figures recorded for the 2014/15 season. This represents an increase of 18.5% since the formation of the NIFL in 2013.
Media Coverage
Our level of coverage in the media has never been higher, an example of this being that the Danske
Bank Premiership exceeded £4.5 million worth of advertising value in the written press in
Season 2015/16.
We are indebted to the media for their continued support, not only for the coverage of games but
also for their support for the NIFL as a whole.
Website
Our website www.nifootballleague.com continues to attract an excellent level of internet traffic
throughout the season with 172,670 unique visitors using the site in the last calendar year; an
increase of over 5% on the previous period. We received 1,226,204 separate page views in the last
calendar year with the average user visiting three pages each time they enter the site.
Social Media
Our Twitter profile (@OfficialNIFL) now has a respectable 10500 followers which is an increase of
36% since June 2015 while our Facebook following has increased by 24% to 2750 people.
Throughout the calendar year we received 5.3million page impressions with average monthly
figures of 510,000 during Season 2015/16.
Human Resource
Employment of a Club Development Manager to enhance the operations of the NIFL to better
support, guide and assist our member clubs.
Where we are now – Analysis
The NIFL Board have analysed the environment in which the NIFL operates and of the current
position of the company. The following section sets out the key element of the analysis:
Strength
Areas for Improvement
· Hard working Board and staff team
· Engagement with IFA
· Committed to achieving our aims
· Increased focus on strategic direction
· Knowledgeable & experienced
· Structure needs to be refined
· Representing Clubs at all levels
· Developing and sustaining the brand
· Media Relationships have been well managed
· Be more pro-active in marketing
· NIFL respected within the NI sports industry
· Location and office accommodation is poor
· Pro-Active in addressing issues
· Image could be further developed
· Stronger Finances/ Sponsorship
· Communication with all of our stakeholders
· Governance is of a high standard
Opportunities
· Increase revenue through developing services
· Accessing Government Funding available
for sports bodies
· IFA engagement
· Televised Football
· Women’s’ Football
· New premises at the National Football Stadium
· Improving Governance of member Clubs
· Improve quality at all levels
· Summer Football
· Alternative scheduling
· 125th Anniversary
· Harness Northern Ireland international team
success
Threats
· Funding environment
· T.V coverage
· Quality of match officials
· Northern Ireland international team
success may remove focus of stakeholders
away from local football
· Undisclosed payments to players
· Failing to engage with IFA
· Other codes attracting players and officials
· Failure to manage the image of Football in NI
Strategic Priorities
Governance Structure
With the restructure proposals fully implemented for Season 2016/17 the company governance
structure will need to be reviewed.
The following model is being proposed however, before it can be implemented it will be necessary
to address the following issues:
•
•
•
•
•
Consultation with member clubs
Revise Rules and Regulations
Ensure Club Development programmes are in place
Develop PR campaign around the restructure
NIFL Board to provide League Management Committees with Terms of Reference
NIFL
BOARD
Premiership
Management
Committee
Championship
Management
Committee
Intermediate
League
Management
Committee
Women’s
Premiership
Management
Committee
The Board is currently comprised of three
directors from the NIFL Premiership, two
directors from the NIFL Championship and two
Independent Directors. As part of the restructure
it will be necessary to address bringing women’s
football within the NIFL remit. This will involve
setting out guidelines which will ensure
integration in a stream lined and effective
process as well as the amendment of the NIFL
Articles of Association to appoint a director
from the NIFL Women’s Premiership.
Premises
The NIFL will move to new offices at the National Football Stadium in June 2016 which will be more
welcoming for guests and will enhance the image and reputation of the NIFL.
NIFL staffing structure
The NIFL staffing structure is as outlined below:
Board of Directors
Managing
Director
Club
Development
Manager
Marketing and
Communications
Manager
Administrative
Officer
Administrative
Officer
In addition to the five full time members of staff the NIFL have also engaged the
services of a Commercial Consultant and Financial Consultant.
The NIFL Board will continue to conduct a review of the Company Structure conduct a Company
Structure Review to ensure the company is best equipped to take advantage of opportunities
available to develop and enhance the league and our member clubs.
Sustainability
The NIFL Board will continue to focus on generating revenue from the following sources:
•
•
•
•
IFA/UEFA Commitment
Commercial opportunities
Broadcast opportunities
DCAL and other funding opportunities
(Peace 4, Rural Development Programme etc)
The NIFL Board recognises that its duty is to provide a sustainable league which provides funding
and investment in our member clubs to aid their development.
The NIFL will develop a funding strategy aimed at further developing the organisation and to
assist clubs with sourcing funds and applications. Such strategy will be developed alongside a new
marketing strategy to ensure that opportunities are maximised.
Marketing
The NIFL needs to improve its exploitation of commercial opportunities that exist. In order to
progress in this area the NIFL will:
o
Develop a comprehensive marketing plan that sets out how the NIFL will
engage with the wide range of stakeholders
o
Produce a media schedule and communicate with all of the key players
in promoting the game and the clubs
o
Provide training opportunities for member clubs to improve their capacity
and performance in marketing and communications.
Club Development
The NIFL recognises that it has a key role to play in supporting clubs and improving quality at all
levels. Focus areas include:
•
Club Development System
NIFL will provide focused and specific club development plans to clubs at all levels:
o
o
o
o
Premiership
Championship
Premier Intermediate League
Women’s Premiership
Clubs will use an assessment checklist to benchmark their current position and give
direction as to the areas for action. An initial assessment was conducted in March 2015 as part of
the development of the NIFL Club Development Strategy for Season 2015/16.
The NIFL will adopt the following approach to progress on this area for Season 2016/17:
o
o
o
o
•
Complete club assessment check list which clubs can use to benchmark their current position
and give direction as to the areas for action
Develop a tool kit for clubs that provides templates of best practice
Develop a series of training programmes which are aimed at improving the Governance,
management and sustainability of Clubs
Review minimum standards for facilities and provide support for organisations to achieve
and maintain the standards
Club Management
NIFL will support clubs to improve the quality of their operations to ensure that they are
sustainable and meet high governance standards. This will include:
o
o
o
o
Administration
Funding
Facility Development
Marketing & Communications
This will involve:
o
o
o
A review of club licensing/club accreditation programmes in partnership with the IFA
Providing a range of training programmes for Club officers, officials and players
NIFL will host an Club Development Conference which will highlight best practice and
develop knowledge sharing platforms with and between member clubs.
•
Volunteer Development
NIFL will create an environment in which volunteering is valued, supported and recognised:
o
o
o
NIFL & Clubs
Recruitment, development and management
Succession planning
•
Youth Development
To ensure a healthy future for clubs NIFL will promote and support best practice in youth football,
this includes working with key stakeholders such as the IFA.
o
o
Club Structure and Capacity
Player pathways
Targets
For Season 2016/17:
•
Refining of League Structure and Player Pathways
Following consultation with key stakeholders NIFL will implement a player pathway to assist and
accelerate a youth player’s pathway to the 1st Team.
This will involve the restructuring of the current Reserve and Youth Leagues to the following model:
Danske Bank
Premiership
NIFL Premier
Intermediate League
NIFL Championship



U20 Development
League
U20 Development League


Under 17’s
(Preferably NIBFA National League)
o
Premiership Development League for Under 20 players (with allowance for five overage
players to play in each game).
o
NIFL Championship Development League for Under 20 players (with allowance for five overage
players to play in each game) established for clubs in membership of Championship and
Premier Intermediate League.
o
Implementation of Squad Size Limits for Premiership clubs.
o
Work in partnership with the IFA to develop a rewards system for clubs who achieve an agreed
quota of youth players within their 1st team squads as referenced in the IFA’s Youth Football
Strategy #LETTHEMPLAY
o
Work in partnership with the IFA with their review of Intermediate Football to ensure a fluid
promotion and relegation system between the NIFL and regional intermediate Leagues.
•
Further develop and sustain the profile of the NIFL with all of its stakeholders.
This will involve;
o
Secure a Live Broadcast partner to increase the access to and visibility of the league on
television.
o
Developing a robust marketing plan that sets out key markets, influencers and the media used
to deliver the messages.
o
Monitoring impact of the marketing plan on a quarterly basis through measuring key
performance indicators (coverage, sponsors, satisfaction, revenue generated, image of NIFL etc).
o
Recruitment of League Ambassadors who will assist the NIFL and their respective clubs in PR
initiatives and Development Programmes. We want to increase the profile, image and
relevance of players with the communities in which their clubs operate (e.g. School visits,
coaching camps etc).
•
Sustainability is critical for the NIFL therefore the NIFL will develop a funding strategy aimed
at further developing the organisation and to assist clubs with sourcing funds and applications.
Therefore it is important to:
o
Develop a wider range of revenue streams which will reduce the NIFL’s
reliance on any one funder.
o
Develop a Memorandum of Understanding with the IFA to ensure that
agreement are unambiguous and that roles and responsibilities are
clearly defined.
o
Develop a range of services to club members which can be funded through
fees, commission or sponsorship.
•
Increase the scope of the NIFL by establishing a Women’s Premiership
for the 2016 season.
Targets
For Season 2017/18:
•
Conduct consultation and analysis with key stakeholders to consider
alternative scheduling of fixtures and seasonality.
•
Assess impact of alternative scheduling and summer football on
revenue streams and costs.
•
Introduce a Club Licensing scheme for the Women’s Premiership which sets
out minimum standards on infrastructure, personnel, finance, legal and sporting
criteria.
Acknowledgements
NIFL are fully aware of the need to work together to develop domestic football, we would like to
thank the following stakeholders who helped us in Creating Our Football Future together and will
continue to play a key role in Developing Our Football Together:
•
•
•
•
•
•
Member clubs
Irish Football Association
Media
Partners/Sponsors
NI Boys FA
NI Women’s FA