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How one Irish soccer team turned to social causes to escape bankruptcy

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How one Irish soccer team turned to social causes to escape bankruptcy

The most valuable piece of real estate for a soccer team isn’t on the pitch, it’s on the front of the players’ jerseys, a foot-wide swath of fabric some companies will pay tens of millions of dollars to rent for a season.

But Bohemian FC, a small but mighty fan-owned club in Dublin, has made its money targeting an area that lies beneath the front of the jersey. Convinced a fan’s beating heart and soul can be worth more than any corporate advertising budget, Bohemian — or Bohs for short — promotes causes, not companies, on its away jerseys. The strategy has turned a club once headed for relegation and financial ruin into the most profitable one in the Irish first division.

“I can’t conceive of any way where Bohs could be in a position that a fan of Bayern Munich in Munich or a fan of Manchester United in Manchester would want to buy a Bohs shirt for football reasons,” Daniel Lambert, the team’s youthful chief operating officer, said last week in a video conference call from Dublin. “But if you bring it to an emotional space, there are people who care. They care about Palestine. They care about the migrant crisis, the climate, could be anything.

“If we can connect with people in different countries and cities around the world on that basis, our potential market is huge.”

How huge? Although Lambert declined to share detailed numbers, he believes most clubs in Ireland’s 10-team Premiership will sell between 100 to 500 away shirts while Bohemian might sell 20,000 or so a season. While other Premiership clubs are lucky to fund 5% of their annual budget through jersey sales, Bohemian is anticipating it will earn about 40% of its revenue from socially conscious shirts that have featured the colors of the Palestinian flag, a tribute to Bob Marley and the slogan “Refugees Welcome” beneath the silhouette of a fleeing family.

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“There’s an awful lot of financial logic to this,” said Lambert, 37, whose club funnels much of that profit to migrant-aid groups, charities for the homeless or others providing medical assistant to Palestine.

At a time when many public-facing companies are beating a hasty retreat from anything that smacks of woke culture, Bohemian decided to proudly and defiantly double down on causes from gay marriage and climate change to Palestine and Ireland’s harsh asylum policies. While that has met with some pushback — and has earned the team the nickname “We put any cause on a jersey FC” from some detractors — it might also have saved the 135-year-old club, one of the oldest in Ireland.

A dozen years ago Bohemian entered its worst stretch this century, one that saw it lose more games than it won while finishing in the bottom half of the league table three straight seasons and narrowly escaping relegation. The club’s finances were in worse shape.

“We were bankrupt,” Lambert said. “We had a part-time team; people earning 50 euros a week, 80 euros a week.”

For many games then, Dalymount Park, the team’s 100-plus-year-old stadium in Phibsborough, a diverse neighborhood less than two miles north of Dublin’s center, was two-thirds empty. By 2015, the club’s membership had dropped to 420.

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The purpose of the club, an 11-time Irish champion, was to win but, Lambert said, it also had a responsibility to be a force for good. Bohemian was doing neither.

“That led to a bit of introspection, I suppose, in terms of what do we stand for as a football club? What are we about?” said Lambert, who joined the team’s board in 2011, at the start of its slump. “If you’re a club with an awful lot of money, you grow your fan base by winning a lot of trophies. If you don’t have that, what’s another way to appeal to people? The human, emotional level.

“If you engage somebody on a human, emotional level, you’re more likely to get a loyalty from them over a period of time.”

Lambert knows a little bit about marketing since he’s co-owner of Bang Bang Cafe, in the shadow of Dalymount Park — as well as host of an eclectic podcast that emanates from the cafe — and is the manager of the Irish Republican hip-hop band Kneecap. (The Irish Film and Television Academy chose a biopic about the group as its country’s Oscar submission.)

Daniel Lambert, chief operating officer of Bohemian FC, is all smiles during the international solidarity match between his club and Palestine at Dalymount Park in Dublin.

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(Stephen McCarthy / Sportsfile via Getty Images)

The plan he helped develop for saving Bohemian didn’t depend on the generosity of a deep-pocketed owner but was, like the team itself, a grassroots effort that began about a decade ago when the club began working with street artists and sold its own beer, christened an in-house poet and began doing community work.

“The strength of most football clubs is how wealthy the owner is. Our strength is how many people are a member, how many people are willing to come to a game,” Lambert said. “That’s our real strength.”

Next came the jersey campaign, although that got off to a rocky start in 2019 when the club placed an image of Jamaican singer Bob Marley on a shirt — and promptly received cease-and-desist letters from the late singer’s representatives. They later came to an agreement allowing Bohemian to re-issue the shirt.

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“We kind of outlined to them what we’re about, that we’re a not-for-profit entity and I think they really liked that,” Lambert said. “They respected the history, respected who we were.”

A second shirt, released during the coronavirus pandemic, was white with thin red-and-black diagonal lines and the profile and a man, woman and child sandwiched between the words Refugees Welcome. The club’s crest is above the left breast and the understated logo of O’Neills, an Irish sportswear manufacturer and club sponsor, is on the right side.

With that shirt, meant to call attention to Ireland’s controversial “direct provision” system of housing migrants, gaining international news coverage, Bohemian has seen its merchandise sales increase more than 2,000% while average attendance last season was just 260 fans shy of the capacity of Dalymount Park, where the corner flags are rainbow-hued and a large red-and-black antiracism banner hovers above the supporters’ stand.

The club’s membership, which has grown 600% over the last decade, has been capped at 3,000 to ensure there is a seat at the stadium for all the owners. There is a long list of people waiting to join them.

Bohemian, which kicks off their nine-month-long league season on Feb. 16, has revealed the first of its three 2025 road jerseys. It will carry the logo of the Dublin-based punk band Fontaines D.C., which will open a 26-country tour next month. The home shirt, unveiled last fall, is a red-and-black-striped jersey with the emblem of a local furniture store across the chest.

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“We exist in a small football market, but when it comes to values and our ownership model and our structure and our potential to derive new fan bases, to raise money and profile for causes and issues, we can be bigger than Man United,” Lambert said. “Clubs very often don’t take a position on anything. They like to be agnostic because they’re making money.”

Bohemian, on the other hand, makes money precisely because that’s not its main goal. Its aim is to make a difference.

“That enables us,” Lambert said, “to have sales that far outstrip our attendance. To become a part of the global football landscape, in a small way, on issues that aren’t directly related to the players on the pitch.”

You have read the latest installment of On Soccer with Kevin Baxter. The weekly column takes you behind the scenes and shines a spotlight on unique stories. Listen to Baxter on this week’s episode of the “Corner of the Galaxy” podcast.

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Keith Olbermann under fire for calling Lou Holtz a ‘scumbag’ after legendary coach’s death

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Keith Olbermann under fire for calling Lou Holtz a ‘scumbag’ after legendary coach’s death

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Former ESPN broadcaster Keith Olbermann once again incited backlash on social media Wednesday after he called late legendary college football coach Lou Holtz a “legendary scumbag” in an X post on the day Holtz was announced dead. 

“Legendary scumbag, yes,” Olbermann wrote in response to a clip of Holtz criticizing former President Joe Biden in 2020 for supporting abortion rights. 

Olbermann received scathing criticism in response to his post on X.

 

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“You’re a scumbag that needs mental help,” one X user wrote to Olbermann. 

One user echoed that sentiment, writing to Olbermann, “You’re the real scumbag here. Lou Holtz had more class, integrity, and genuine decency in his pinky finger than you’ll ever show in your lifetime.”

Another user wrote, “You’re a grumpy, lonely, Godless man. All the things Lou Holtz was not.”

Keith Olbermann speaks onstage during the Olbermann panel at the ESPN portion of the 2013 Summer Television Critics Association tour at the Beverly Hilton Hotel July 24, 2013, in Beverly Hills, Calif.  (Frederick M. Brown/Getty Images)

Olbermann has made it a pattern of sharing politically charged far-left statements that are often combative and ridiculed on social media, typically resulting in immense backlash.

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After the U.S. men’s hockey team’s gold medal win, Olbermann heavily criticized the team for accepting an invitation from President Trump to the State of the Union address. Olbermann wrote on X that any members of the men’s team who attended the event were “declaring their indelible stupidity and misogyny,” while praising the women’s team for declining the invitation.

In January, Olbermann attacked former University of Kentucky women’s swimmer Kaitlynn Wheeler for celebrating a women’s rights rally outside the U.S. Supreme Court during oral arguments for two cases focused on the legality of biological male trans athletes in women’s sports.

Former Notre Dame football coach Lou Holtz listens before being presented with the Presidential Medal of Freedom at the White House in Washington, D.C., Dec, 3, 2020.  (Doug Mills/The New York Times/Bloomberg via Getty Images)

“It’s still about you trying to find an excuse for a lifetime wasted trying to succeed in sports without talent,” Olbermann wrote in response to Wheeler’s post. 

In 2025, Olbermann faced significant backlash after posting (and later deleting) a message on X aimed at CNN contributor Scott Jennings, that said, “You’re next motherf—–,” shortly after the assassination of conservative influencer Charlie Kirk. 

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Holtz was a stern supporter of President Donald Trump, even saying in February 2024 that Trump needed to “coach America back to greatness!”

Near the end of Trump’s first term, shortly after former President Joe Biden defeated him in the 2020 election, Trump awarded Holtz with the Presidential Medal of Freedom, the highest civilian award of the United States. 

After Holtz’s death was announced Wednesday, several top GOP figures paid tribute to the coach on social media. 

Those GOP lawmakers included senators Tommy Tuberville, R-Ala.; Todd Young, R-Ind.; Tom Cotton, R-Ark.; and Lindsey Graham, R-S.C.; representatives Greg Murphy, R-N.C.; David Rouzer, R-N.C.; Erin Houchin, R-Ind.; and Steve Womack, R-Ark.; and Florida Gov. Ron DeSantis; Indiana Gov. Mike Braun; U.S. Education Secretary Linda McMahon; and Rudy Giuliani.

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Lou Holtz, former Notre Dame football coach, addresses the America First Policy Institute’s America First Agenda Summit at the Marriott Marquis July 26, 2022. (Tom Williams/CQ-Roll Call, Inc)

At the time of publication, prominent Democrat leaders have appeared silent on Holtz’s passing, including prominent Democrats with a football background. 

Minnesota Gov. Tim Walz, who worked as an assistant high school football coach; Sen. Cory Booker, D-N.J., who was a recruiting target for Holtz in 1986 as a college prospect; Rep. Colin Allred, D-Texas, who played in the NFL; and Rep. Kam Buckner, D-Ill., who played football for the University of Illinois, have not posted acknowledging Holtz’s death. 

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Stephen A. Smith called Zion Williamson a ‘food addict,’ is now feuding with the Pelicans on social

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Stephen A. Smith called Zion Williamson a ‘food addict,’ is now feuding with the Pelicans on social
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Williamson has been listed as 6-foot-6, 284 pounds since New Orleans selected him out of Duke with the No. 1 overall pick in the 2019 draft. His weight and fitness level have been regularly criticized, and the amount of time Williamson has missed because of injuries hasn’t helped (including all of the 2021-22 season following offseason right foot surgery).

After playing only 30 games last season because of a left hamstring strain and a lower back injury, Williamson reported for 2025-26 looking trim and in shape. He told reporters that he and Pelicans trainer Daniel Bove had come up with a strategy to address his fitness while rehabbing his hamstring and that he stuck to it.

“I haven’t felt like this since college, high school,” Williamson said at the time, “where I can walk in the gym and I’m like just, ‘I feel good.’”

Williamson has played in 46 of the Pelicans’ 63 games this season, already the third-most games he has played in his seven NBA seasons. In a recent interview with ESPN’s Malika Andrews, Williamson addressed how the past criticism affected him mentally.

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“I would say the most difficult point was when I missed my third year with a broken foot, and there was a lot of criticism on my weight, my care for the game, etc.,” Williamson said. “But … while people were saying what they’re saying — and everybody’s entitled to their own opinion, it is what it is — I’m in Portland rehabbing, not knowing if my foot’s gonna heal, and it was frustrating. It was very frustrating.

“I was low. I was really low because I just wanted to play basketball. I just wanted to play the game I love, but every time you turn the TV on, every time I check my phone, it was nothing but negative criticism, man. At the time, it did a lot, like I said, it did a lot, but it was a blessing in disguise, and I learned from it and I grew from it.”

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ESPN analyst Paul Finebaum questions Trump’s college sports reform meeting as potential ‘circus’

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ESPN analyst Paul Finebaum questions Trump’s college sports reform meeting as potential ‘circus’

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President Donald Trump will host a White House roundtable regarding college athletics reform later this week.

The panel is expected to include prominent coaches, college sports and pro sports league commissioners, and other professional athletes, according to OutKick.

The group will meet March 6 to examine solutions to key challenges, including NCAA authority; name, image and likeness issues (NIL); collective bargaining; and governance concerns. 

 

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President Donald Trump holds a football presented to him during a ceremony to present the Commander-in-Chief’s Trophy to the US Naval Academy football team, the Navy Midshipmen, in the East Room of the White House on April 15, 2025 in Washington, D.C. (BRENDAN SMIALOWSKI/AFP via Getty Images)

The meeting Friday will include big names like Nick Saban, Urban Meyer, Adam Silver and Tiger Woods. Trump has been adamant about “saving college sports,” even signing an executive order setting new restrictions on payments to college athletes back in July.

However, ESPN college analyst Paul Finebaum, who has previously hinted at a congressional run as a Republican, remains a bit skeptical.

“The easiest thing, guys, is just to say this is ridiculous,” Finebaum said to Greg McElroy and Cole Cubelic on WJOX. “And I read the other day, ‘Why is Nick Saban going?’ Why is anybody going? The bottom line is this. If something doesn’t happen very quickly, and I mean in the next short period of time, we’re talking about weeks, not years, then this thing could blow up.

“However it came about, I’m in favor of. The question now becomes, with some of the most powerful people in Washington in the same room, including the most powerful person in the country, can anything get done, or will it be a circus? Will it be just another show?”

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U.S. President Donald Trump shakes hands with former Alabama Crimson Tide football coach Nick Saban as Trump takes the stage to address graduating students at Coleman Coliseum at the University of Alabama on May 01, 2025 in Tuscaloosa, Alabama. (Anna Moneymaker/Getty Images)

Trump’s order prohibits athletes from receiving pay-to-play payments from third-party sources. However, the order did not impose any restrictions on NIL payments to college athletes by third-party sources.

A House vote on the SCORE Act (Student Compensation and Opportunity through Rights and Endorsements), which would regulate name, image, and likeness deals, was canceled shortly before it was set to be brought to the floor in December.

The White House endorsed the act, but three Republicans, Byron Donalds, Fla., Scott Perry, Pa., and Chip Roy, Texas, voted with Democrats not to bring the act to the floor. Democrats have largely opposed the bill, urging members of the House to vote “no.”

President Donald Trump looks on before the college football game between the US Army and Navy at the M&T Bank Stadium in Baltimore, Maryland, on Dec. 13, 2025.  (Alex WROBLEWSKI / AFP via Getty Images)

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The SCORE Act would give the NCAA a limited antitrust exemption in hopes of protecting the NCAA from potential lawsuits over eligibility rules and would prohibit athletes from becoming employees of their schools. It prohibits schools from using student fees to fund NIL payments.

Fox News’ Chantz Martin and Ryan Gaydos contributed to this report.

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