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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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Fatigue a factor as early matches begin at Indian Wells

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Fatigue a factor as early matches begin at Indian Wells

The early rounds of the BNP Paribas Open began Wednesday, with top seeds slated to start play Friday during the 12-day ATP and WTPA Master 1000 tournament.

A busy stretch of the tennis season reaches another gear at Indian Wells Tennis Garden, the second largest outdoor tennis stadium in the world.

While many consider it the “fifth Grand Slam” because of its elite player field, amenities and equal prize money for men and women, professionals acknowledge the tournament is part of a stressful stretch on the tennis calendar.

Indian Wells is followed by the Miami Open, another two-week Master 1000 tournament. The tour stops are known as the “Sunshine Double.”

Some players made the short trip from Indian Wells to Las Vegas this past weekend to participate in the MGM Grand Slam, an exhibition designed to help players ramp up for back-to-back tournaments.

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American Reilly Opelka, a 6-foot–11 pro, said managing fatigue after a series of tournaments before hitting Indian Wells has altered his practice and play in exhibition matches, including a loss to 19-year-old Brazilian Joao Fonseca in Las Vegas.

“Normally in any kind of competition, you get excited and play with a pressure point … but you don’t feel this when you are practicing,” Opelka said.

“I was trying to feel like this a few days ago while practicing with … [Tommy Paul,] but instead we got tired and hungry. … That usually doesn’t happen. We just decided to stop and go to eat somewhere.”

Paul said despite the decision to cut practice short, he feels fresh for the upcoming events.

“I started the year pretty well and for Americans, we are excited for the Sunshine Double,” Paul said.

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Casper Rudd lost to Opelka during the first round of the Las Vegas exhibition. The Norwegian also lost a week ago during the first round of the Acapulco Open, falling to Chinese qualifier Yibing Wu in straight sets.

Rudd said he felt “extremely tired” after the Australian Open in January.

Rancho Palo Verdes resident Taylor Fritz, ranked No. 7 in the world, said the best way to prepare yourself for grueling tour schedule is “putting [in] the time, work and repetition.”

“… Be there, be focused on the quality that you are doing,” said Fritz, a 28-year-old who won the Indian Wells title in 2022.

While some players are guarding against burnout, others struggled to even reach California. Some players who live in Dubai, including Russians Daniil Medvedev and Andrey Rublev, have to contend with closed airspace triggered by the U.S. and Israel bombing Iran.

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The ATP announced Wednesday that, “the vast majority of players who were in Dubai have successfully departed today on selected flights.”

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Law firm fighting for women’s sports in SCOTUS battle comments on ruling possibly impacting SJSU trans lawsuit

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Law firm fighting for women’s sports in SCOTUS battle comments on ruling possibly impacting SJSU trans lawsuit

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A law firm leading the charge in the ongoing Supreme Court case over trans athletes in women’s sports has responded after a federal judge suggested the case’s ruling could impact a separate case involving a similar issue. 

Colorado District Judge Kato Crews deferred ruling in motions to dismiss former San Jose State volleyball co-captain Brooke Slusser’s lawsuit against the California State University (CSU) system until after a ruling in the B.P.J. v. West Virginia Supreme Court case, which is expected to come in June. 

Slusser filed the lawsuit against representatives of her school and the Mountain West Conference in fall 2024 after she allegedly was made to share bedrooms and changing spaces with trans teammate Blaire Fleming for a whole season without being informed that Fleming is a biological male. 

 

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Meanwhile, the B.P.J. case went to the Supreme Court after a trans teen sued West Virginia to block the state’s law that prevents males from competing in girls’ high school sports. 

The Alliance Defending Freedom (ADF) is the primary law firm defending West Virginia in that case at the Supreme Court, and has now responded to news that Slusser’s lawsuit could be affected by the SCOTUS ruling. 

“We hope the ruling from the Supreme Court will affirm that Title IX was designed to guarantee equal opportunity for women, not to let male athletes displace women and girl in competition. It is crucial that sports be separated by sex for not only the equal opportunity of women but for safety and privacy. Title IX should protect women’s right to compete in their own sports. Allowing men to compete in the female category reverses 50 years of advancement for women,” ADF Vice President of Litigation Strategies Jonathan Scruggs said.

Slusser’s attorney, Bill Bock of the Independent Council on Women’s Sports, expects a Supreme Court ruling in favor of the legal defense representing West Virginia, thus helping his case. 

(Left) Brooke Slusser (10) of the San Jose State Spartans serves the ball during the first set against the Air Force Falcons at Falcon Court at East Gym in Colorado Springs, Colorado, on Oct. 19, 2024. (Right) Blaire Fleming #3 of the San Jose State Spartans looks on during the third set against the Air Force Falcons at Falcon Court at East Gym on October 19, 2024 in Colorado Springs, Colorado. ( Andrew Wevers/Getty Images; Andrew Wevers/Getty Images)

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“We’re looking forward to the case going forward,” Bock told Fox News Digital. 

“I believe that the court is going to find that Title IX operates on the basis of biological sex, without regard to an assumed or professed gender, and so just like the congress and the members of congress that passed Title IX in 1972, allowed this specifically provided for in the regulations that there had to be separate men’s and women’s teams based on biological sex, I think the court is going to see that is the original meaning of the statute and apply it in that way, and I think it’s going to be a big win in women’s sports.”

The Supreme Court’s conservative majority appeared prepared to rule in favor of West Virginia after oral arguments on Jan. 13. 

Slusser spoke on the steps of the Supreme Court on Jan. 13 while oral arguments took place inside, sharing her experience with a divided crowd of opposing protesters. 

With Fleming on its roster, SJSU reached the 2024 conference final by virtue of a forfeit by Boise State in the semifinal round. SJSU lost in the final to Colorado State.

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Slusser went on to develop an eating disorder due to the anxiety and trauma from the scandal and dropped out of her classes the following semester. The eating disorder became so severe, that Slusser said she lost her menstrual cycle for nine months. Her decision to drop her classes resulted in the loss of her scholarship, and her parents said they had to foot the bill out of pocket for an unfinished final semester of college. 

President Donald Trump’s Department of Education determined in January that SJSU violated Title IX in its handling of the situation involving Fleming, and has given the university an ultimatum to agree to a series of resolutions or face a referral to the Department of Justice. 

Among the department’s findings, it determined that a female athlete discovered that the trans student allegedly conspired to have a member of an opposing team spike her in the face during a match. ED claims that “SJSU did not investigate the conspiracy, but later subjected the female athlete to a Title IX complaint for ‘misgendering’ the male athlete in online videos and interviews.”

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SJSU trans player Blaire Fleming and teammate Brooke Slusser went to a magic show and had Thanksgiving together in Las Vegas despite an ongoing lawsuit over Fleming being transgender. (Thien-An Truong/San Jose State Athletics)

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SJSU Athletic Director Jeff Konya told Fox News Digital in a July interview that he was satisfied with how the university handled the situation involving Fleming.

“I think everybody acted in the best possible way they could, given the circumstances,” Konya said. 

Follow Fox News Digital’s sports coverage on X, and subscribe to the Fox News Sports Huddle newsletter.

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'Horrible' moments exposed for UNR volleyball players when they were roped into the SJSU Title IX scandal

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Myles Garrett cited for speeding a ninth time, an elite pass rusher seemingly always in a rush

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Myles Garrett cited for speeding a ninth time, an elite pass rusher seemingly always in a rush

Myles Garrett is in a hurry to become the greatest pass rusher in NFL history. The Cleveland Browns All-Pro defensive end set the single-season sack record in 2025 and has cracked the top 20 career leaders after only nine seasons.

“I’m going to take that down, and I prefer I take it down in the next five years,” Garrett told Casino Guru News last month.

Off the field, however, his urgency to get from point A to B is a problem. He’s accumulating speeding tickets at an alarming rate.

On Feb. 21, Garrett was handed his ninth speeding ticket since his NFL career began in 2017. He was cited for driving 94 mph in a 70-mph zone on Interstate 71 between Cleveland and Columbus, Ohio.

The citation from the Wayne County Sheriff’s Office says Garrett was driving his green 2024 Porsche at 1:35 a.m., returning home after attending a Miami of Ohio basketball game in Oxford.

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Body cam footage shows the officer telling Garrett that she kept the charge under 100 mph so that a court appearance wouldn’t be mandatory. Garrett reportedly still holds a Texas driver’s license — he attended Texas A&M — and told the officer that he did not have an Ohio license.

Cleveland Browns’ Myles Garrett wears a jacket displaying his girlfriend Chloe Kim before the women’s snowboarding halfpipe finals at the 2026 Winter Olympics, in Livigno, Italy.

(Lindsey Wasson / AP)

The officer wrote that the famously affable Garrett was “kind and cooperative,” and that drugs and alcohol were not a factor.

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Garrett’s need for speed flies in the face of his persona. He has written poetry since high school, peppers social media with inspirational sayings and donates time and money to several charities.

His girlfriend is two-time gold-medal-winning U.S. Olympic snowboarder Chloe Kim, for whom he wrote a poem he shared on social media: “You enrapture fools to kings, and exist without a peer, put on this Earth for many things, but our love is why you’re here.”

Verse hasn’t slowed his roll. On Aug. 9 he was cited for ticket No. 8, clocked at 100 mph in a 60-mph zone in a Cleveland suburb a day after the Browns returned home from a preseason game at Carolina.

Garrett’s seventh ticket followed a frightening crash in 2022. He flipped his gray 2021 Porsche 911 Turbo S off State Road in Sharon Township and he and a female passenger were injured. He was cited for failing to control his vehicle due to unsafe speeds on what had been a slick roadway.

A witness told a responding police officer that Garrett’s vehicle went airborne, took out a fire hydrant and rolled three times. Garrett sustained shoulder and biceps sprains and was sidelined for the Browns’ game that week against the Atlanta Falcons. His companion was not seriously injured.

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Cleveland television station WKYC reported that in September 2021 Garrett was stopped twice in a 24-hour period — for driving 120 and 105 mph. The infractions occurred on Interstate 71 in Medina County, where the speed limit is 70 mph, and he paid fines of $267 and $287.

A year earlier, Garrett was cited for driving 100 mph in a 65-mph zone of Interstate 77 — again while driving a Porsche — and paid a $308 fine. He accumulated his first batch of speeding tickets in 2017 and 2018, and the police reports recite similar circumstances: Garrett driving well over the speed limit, cited without incident, paid a nominal fine.

The piddly fines certainly aren’t a deterrent. Garrett, 30, and the Browns agreed to a four-year contract extension in March 2025 that made him the highest-paid non-quarterback in NFL history at the time. The deal pays the seven-time All-Pro more than $40 million a season and includes more than $123 million in guaranteed money.

He set the NFL single-season sack record with 23.0 last season, surpassing the 22.5 accumulated by T.J. Watt and Michael Strahan. Garrett has 125.5 career sacks, averaging 14 a season, a pace that would enable him to break Bruce Smith’s career record of 200 in five years.

“That is definitely on my mind to go out there and get,” Garrett said. “That’s a goal I’ve had for years now since college.”

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Garrett has declined to discuss his driving habits.

“I’d honestly prefer to talk about football and this team than anything I’m doing off the field other than the back-to-school event that I did the other day,” he told reporters after ticket No. 8 in August, referring to a charity appearance.

“I try to keep my personal life personal. And I’d rather focus on this team when I can.”

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