Sports
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.
“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.
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.
(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.
“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.
“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.
GLENDALE, Ariz. — The look on Zygi Wilf’s face said it all. It was as if the Minnesota Vikings owner and chairman had just watched a horror movie with a gutting ending. He exited the locker room, stood for a few seconds and stared blankly at the crowd of people in front of him. His son, Jonathan, pointed him toward a long hallway. And off he went slowly into another offseason.
How did this end so abruptly? How did a 14-win Vikings team oscillate so quickly from being a potential No. 1 seed to losing in the wild-card round? Wilf’s mind turned with questions such as these.
None of them, though, were as confounding as this one: What happened to quarterback Sam Darnold?
Two weeks ago, Darnold’s Vikings teammates were dousing him with water bottles as part of a locker-room celebration following a win at U.S. Bank Stadium. Now, here they were Monday night at State Farm Stadium, zipping up their suitcases and heading for the buses after a brutal 27-9 loss to the underdog Los Angeles Rams.
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The dichotomy between the two scenes was as stark as it was disorienting. In the first snapshot, the 27-year-old Darnold seemed to have completed a career transformation and galvanized an organization in the process. In the second, it felt fair to wonder how much of Darnold’s impressive play this season was a mirage.
“I think it’s very important we all think about Sam’s body of work,” Vikings coach Kevin O’Connell said postgame. “It did not work out in the end, and I think Sam would be the first one to tell you (he could have played better).”
After a loss like this one, there are typically multiple culprits. The offensive line is another obvious one for Minnesota. The Rams sacked Darnold nine times, tying an NFL playoff record. Furthermore, 12 Rams defenders generated at least one pressure, according to Next Gen Stats, their most in a game since Week 6 in 2021.
Hoecht throws up the “LA” after the Rams latest sack
📺: #MINvsLAR on ESPN/ABC
📱: Stream on @NFLPlus and ESPN+ pic.twitter.com/iWM1Pofp0U— NFL (@NFL) January 14, 2025
Allocating cap space and draft capital to interior offensive linemen will be a priority this offseason. O’Connell suggested as much Monday night.
Still, that concern pales in comparison to the importance of what happens at quarterback — and what that means for everything else — which is why Darnold’s drop-off over the last two weeks is so jarring.
After playing well enough over the first 16 games to lead the Vikings to a 14-2 record and legitimately be in the conversation for NFL MVP, Darnold struggled mightily in the regular-season finale, a 31-9 loss in Detroit. Against the Lions, he completed just 18 of 41 passes for 166 yards, posting his third-worst passer rating (55.5) and his highest bad-throw percentage of the season (34.2).
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Those troubles continued against the Rams. His numbers — 25-for-40 passing for 245 yards, a touchdown and an interception — belied Darnold’s level of comfort. He misplaced multiple throws. Darnold, who so often this season had been pinpoint accurate, threw behind his receivers. He spun out of the pocket but failed to get the ball off. His eyes often scanned from right to left too quickly. His feet swiveled back and forth constantly. He tried to evade pass rushers, who engulfed him almost every time.
Darnold’s system malfunctioned in almost every regard. When it wasn’t his vision, it was his footwork. When it wasn’t his vision or his footwork, it was his arm.
“Left too many throws out there that I would usually make,” he said afterward.
Had he said that earlier in his career in New York or Carolina, some might have laughed. But this season, while entrusted in O’Connell’s scheme and developmental process, he proved over a meaningful sample size that he could progress in rhythm, deliver the football accurately and withstand pressure.
Darnold had also displayed resilience, navigating a difficult midseason stretch against the Colts and Jaguars during which he threw five interceptions. The way he responded to those tough film sessions, throwing 18 touchdowns and two interceptions in the ensuing seven games, showed just what he was capable of.
In late December, The Athletic’s Dianna Russini reported, “After conversations with a team source, one thing is clear: The Vikings want Darnold back in Minnesota for 2025.” Separately, another Vikings staffer texted, “I hope we can keep him.” Darnold’s MVP odds climbed. Against the Packers in the team’s final home game of the season, he completed 33 of 43 passes for 377 yards, three touchdowns and an interception and was soaked by teammates afterward in the locker room.
The Sam Darnold experience continues. pic.twitter.com/k5db9DYdtp
— Alec Lewis (@alec_lewis) December 30, 2024
This 2024 Vikings season, billed as a transition year toward a more flexible future around rookie quarterback J.J. McCarthy, had exceeded even the rosiest expectations.
“Outside of these walls, nobody really believed in him,” running back Aaron Jones said of Darnold at the time. “Nobody gave him a chance. But he’s proving everybody wrong.”
That was the crescendo, a byproduct of an infrastructure optimized in Darnold’s image. At the time, the Vikings staff reiterated the role that rhythm and timing played in Darnold’s success and how important it was for his feet and eyes to sync.
Buried in the jargon was an important reality: Darnold trusted the play calls and reads so much that it was more about sticking to a specific timing than observing the field and making decisions based on what he saw. The best way to sum up his struggles in Detroit and Arizona was an interruption in timing. Both the Lions and Rams affected Darnold’s ability to climb up in the pocket, and both teams mixed in countless stunts and exotic pressures to keep Darnold from being comfortable, assessing the picture downfield and throwing.
There were numerous examples from Monday night. Early in the second quarter, Darnold dropped back and eyed the right sideline. Rams defensive lineman Braden Fiske pushed Vikings left guard Blake Brandel toward Darnold, who side-stepped and kept his eyes on receiver Jordan Addison, while receiver Jalen Nailor was open crossing the field. Darnold hurled a pass in Addison’s direction. But the ball was late and behind Addison, and it was intercepted by Rams cornerback Cobie Durant.
Later in the quarter, the Rams blitzed safety Quentin Lake from depth. He squeaked past right guard Dalton Risner, forcing Darnold to step up and move his vision from right to left. Uncertain with what he was seeing, he looked back to his right. But before he could release the ball, another blitzer, Rams cornerback Ahkello Witherspoon, speared him in the back. Darnold fumbled, and Rams edge rusher Jared Verse recovered and rumbled 57 yards for a touchdown, extending Los Angeles’ lead.
JARED VERSE SCOOP AND SCORE!
📺: #MINvsLAR on ESPN/ABC
📱: Stream on @NFLPlus and ESPN+ pic.twitter.com/bXLHmOUaQW— NFL (@NFL) January 14, 2025
“There are some examples where, when you go back and watch the tape in an air-conditioned room tomorrow, it’s going to feel like, ‘Man, why didn’t I just do this or that?’” O’Connell said. “But it’s hard in the moment. It’s hard with how fast things happen out there.”
Good quarterbacks have the arm and the athleticism, especially in the modern NFL, but the mind is what separates the top-tier QBs. Matthew Stafford’s operating capacity on the other side of the field validated this, and Monday night substantiated a popular opinion regarding the Vikings’ future: Franchise-tagging or extending Darnold, who is set to become a free agent, does not make sense with the team’s needs elsewhere, especially on the interior of the offensive line.
Moving on from Darnold would, of course, raise questions. How ready is McCarthy? Which veteran option might the Vikings pair with McCarthy? And how would O’Connell feel about having to build up an entirely new quarterback option?
These are vastly different questions from the ones on Wilf’s mind as he wound his way through the bowels of the stadium Monday night. But they’ll soon be on his plate following a wildly successful season that ended in a disappointing flash, a roller-coaster ride for a quarterback who could not polish off the progress he’d built.
(Photo: Christian Petersen / Getty Images)
Sports
Daniil Medvedev smashes racket, camera during fiery outburst as he avoids Australian Open upset
Top-ranked tennis pro Daniil Medvedev destroyed a camera and his tennis racket as he faced what could have been a monumental upset in the Australian Open by a wild-card entry ranked 418th in the first round of the Grand Slam tournament on Tuesday.
Medvedev’s outburst came during the third set when he lost a 13-stroke back-and-forth with Thailand’s Kasidit Samrej to fall behind 40-15. With Medvedev up at the net, Samrej’s shot clipped the net to go beyond Medvedev’s reach in a direction he clearly could not have anticipated.
Daniil Medvedev reacts during his first-round match against Kasidit Samrej at the Australian Open in Melbourne, Tuesday, Jan. 14, 2025. (AP Photo/Ng Han Guan)
Then Medvedev, a three-time Australian Open finalist, unleashed his anger on the net, smashing his racket several times.
In the process, Medvedev destroyed his racket and a camera that was situated directly in his path of destruction.
Staff quickly rushed to replace the broken camera and clean up the debris on the court. Medvedev was given a code violation warning for racket abuse from the chair umpire.
Daniil Medvedev smashes a TV net camera with his racket as he has lost the third set against Kasidit Samrej in the men’s singles first-round match at Australian Open on Jan. 14, 2025. (Daniel Pockett/Getty Images)
COCO GAUFF DELIVERS 6-WORD MESSAGE FOR THOSE DEALING WITH LA WILDFIRES AFTER AUSTRALIAN OPEN WIN
Medvedev dropped the set to trail 2-1, and it looked as though the No. 5 ranked player would face elimination. But Medvedev quickly turned things around to win the following two sets 6-1, 6-2, and advanced to the second round.
“In the end of last year, this match, I probably would have lost it,” Medvedev said after the match. “New year, new energy.”
Daniil Medvedev’s outburst came during the third set when he lost a 13-stroke back-and-forth with Thailand’s Kasidit Samrej. (Daniel Pockett/Getty Images)
Medvedev is hoping to start out the 2025 season with a win in Melbourne. A three-time finalist, including in last year’s tournament, Medvedev has never won the Australian Open. His biggest challenger will be Novak Djokovic, who has won the most Australian Open titles than any other men’s player with 10.
The Associated Press contributed to this report.
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The California Interscholastic Federation is preparing this week to send out a form to the 10 section commissioners that would simplify transfer rules for families displaced because of the fires in Southern California, executive director Ron Nocetti said Tuesday.
The sections will make the transfer waiver form available to individual schools to complete, which would allow immediate athletic eligibility for individuals who lost their homes or were displaced.
“It’s a waiver from the normal transfer process, which could take quite a few days,” Nocetti said. “We allow administrators to make the judgment, ‘Yes, the student is here because of the fire, and yes, they can participate.’ We’re going to make it simple. This is the last thing we want families to worry about.”
Hundreds of homes have been damaged or destroyed in the Palisades fire and Eaton fire. The disruption will lead to tough family decisions about where to stay and where to move. Teenagers involved in athletics might have to switch schools.
This isn’t the first time the CIF has created provisions in its transfer rules for displaced families. When Hurricane Katrina caused extensive damage in Louisiana and Texas in 2005, the CIF created a similar waiver for families that moved to California.
Normal transfer rules require families to submit extensive information, such as utility bills, to establish residency. The new form will help expedite the paperwork.
This is a daily look at the positive happenings in high school sports. To submit any news, please email eric.sondheimer@latimes.com.
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