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The Rams improbably went from 1-4 to the NFL postseason. Then disaster struck their city

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The Rams improbably went from 1-4 to the NFL postseason. Then disaster struck their city

LOS ANGELES — Rob Havenstein stood silently for a moment on the green grass of the Los Angeles Rams’ practice field in Woodland Hills, Calif., on Thursday afternoon. White smoke from the days-old Palisades fire billowed along a ridge line several miles away. Helicopters dropping water whirred around and through it as air and ground crews battled one of the multiple fires that have decimated Los Angeles over the past week.

Woodland Hills was, as that day began, a tiny pocket of blue sky amid pincers of flame and smoke enclosing around the county. So the Rams practiced, operating on schedule as they prepared to host a wild-card playoff game against the Minnesota Vikings in Inglewood on Monday night.

Havenstein scanned the horizon. He saw new plumes of darker smoke in the West Hills, where he and many players and coaches live. A familiar dread flooded into his mind.

“You’re like, ‘Oh, man, another one?’ … ‘Wait a second, I live over there,’ ” he said Friday. The sight, and the corresponding feeling, reminded him of 2018, when the Woolsey fire raged through Los Angeles and Ventura counties.

As the new smoke grew, Havenstein and several others, including equipment staff, bolted for the parking lot from the field, grabbing their phones from the locker room as they went.

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As a 10-year NFL veteran, Havenstein battles against physical pain every day. Thursday, he felt only fear as he stood in the parking lot trying to reach his wife on the phone, his jersey soaked with sweat from practice, his face pale. He was in his full practice gear, with stabilizing pads and braces around his shoulders and elbow, his cleats on and several yards of athletic tape wrapped around his ankles and feet like hooves. The right tackle is 32, a husband, a father of three kids and a dog and cat dad, a team captain.

“I don’t get service at my house, and we’ve been without power,” he said. “I had no way of really knowing. Luckily my wife went in there and kind of saved the day. Got everyone out and safe.

“Someone has got to go in and get ’em. I’m here. … I’m getting voicemail, voicemail, ‘find my friends’ is not working.”


The Rams’ home playoff game was moved from SoFi Stadium. (Myung J. Chun / Los Angeles Times via Getty Images)

Thirty players and coaches evacuated their homes that afternoon, and all of them know they are the lucky ones. In such destruction — tens of thousands of acres burned and people displaced, thousands of structures eviscerated, more than a dozen people killed with the death toll expected to rise — Havenstein, like so many throughout the region, feared who (and what) he might lose.

Fire changes a person’s world fast. The previous week, all anybody in the organization could think about was what they had earned.

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The Rams were NFC West champions, and had clinched a spot in the playoffs — a home game in the wild-card round. They even got to rest most of their offensive starters in Week 18. Motivating signage and symbols went up in the locker room: a printed screen shot of Detroit Lions coach Dan Campbell telling Vikings coach Kevin O’Connell after beating Minnesota in Week 18 to clinch a first-round bye, “I’ll see you in two weeks.” Someone’s replica of the Lombardi Trophy showed up on the equipment shelf that every player walks by on the way to the locker room, a tradition each time the Rams are in the playoffs. It was started by Von Miller as the 2021 team went on its Super Bowl run. He’d write encouraging notes next to it to spur on now-retired superstar Aaron Donald.

They had come back from the nearly unbelievable: a 1-4 record going into their bye week, the worst start to a season in head coach Sean McVay’s tenure, and just an 11 percent shot at the playoffs according to The Athletic’s model. After an embarrassing 41-10 loss to the Arizona Cardinals in Week 2, McVay stood bewildered and angry at the lectern.

“These are the moments where you get tested,” he said. “I know when I look back on moments of growth for me, they never occurred in good times. They only occurred in moments like this. You get that pit in your gut. You got a choice: You want to attack it? Or do you want to fold?

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During the bye week, McVay had blunt conversations with some of his assistant coaches. On-field adjustments were one task, but most importantly he had to find a way to better understand his team.

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McVay spoke often in 2023 about that team’s climb out of adversity as one of the youngest teams in the NFL that season — the Rams drafted 14 rookies that spring and many played right away — as a cathartic coaching and development experience after a terrible 2022 season. That team “helped (him) find his way again,” he said.

But the head coach struggled at times early in 2024 to identify the personality of the newer group. They were a mixture of still more rookies playing starting snaps, a couple of key veterans such as quarterback Matthew Stafford and receiver Cooper Kupp, veteran free-agent acquisitions who were culture fits but couldn’t hold down a role (guard/center Jonah Jackson, cornerback Tre’Davious White), and a cluster of second-year players confident beyond their years because they played so many snaps as rookies.

All of the pieces didn’t seem to initially fit together, in part because the team was so injured to start the year.

McVay needed to connect them.

Unlike their previous temporary practice site in Thousand Oaks, Calif., the layout of the newer facilities that have housed the Rams since late August puts McVay’s office on the far side of where players often congregate. McVay isn’t the type of coach who hangs out in the locker room, but has always had an office in the path of players’ daily routines. When that door was closed — as it was at times when McVay dealt with burnout in 2022 — it felt like a black hole for the entire building. He didn’t like the natural separation of the new layout and the inadvertent distance it created.

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So McVay sought players out. He sat in more position meetings on both sides of the ball than he ever had previously — not to hover, but to be a part of the group. To do so he delegated to assistants some tasks he used to pore over meticulously for long hours alone. He had frequent on-field and in-office conversations with players.

“Being able to kind of take your hands off the wheel, trust a lot of different people to do their jobs, but be more connected with this group (has) ended up making me (feel) a whole lot more fulfilled because when you’re able to develop relationships and feel more connected to not only the team, but your coaching staff and just be a little bit more present — you realize how much you thrive on that,” McVay said. “(It) motivates you to want to do right for them.”

For example, McVay spent extra time with kicker Josh Karty after a series of missed kicks this season (Karty has since become the Special Teams Player of the Month for December/January for his consistency and range). He pulled star second-year receiver Puka Nacua aside for a long chat following a Thursday practice a few weeks ago.

“I’ve gone to speak with him multiple times,” said team captain Kobie Turner, “it’s not just where you go in and just vent, or just talk. It’s like, right after you talk there are actionable steps that he tries to apply. He’s truly listening to where we’re at — and listening to what we have to say as a way for him to grow as a coach and as a leader of all of us.”

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By Week 12, the Rams were 5-6 and at an inflection point. They had just lost another lopsided game to the Philadelphia Eagles, whose offensive line outsized and outmatched a young L.A. defensive front missing Donald. Running back Saquon Barkley had 255 rushing yards, including touchdown runs of 70 and 72 yards.

To even win five games through all of their injuries had worn out players and staff.

All but one starting offensive lineman (right guard Kevin Dotson) missed one or more games to either injury — or in left tackle Alaric Jackson’s case, a two-game suspension — through the first half of the year. Week 12 in New Orleans was the first time the line played all five of its intended starters. Nacua missed most of training camp with a knee injury, then went on injured reserve after re-injuring it in Week 1. Tight end Tyler Higbee continued rehabbing from ACL and PCL injuries suffered in the wild-card game months earlier, and his replacements — a three-headed combination of free-agent Colby Parkinson, Hunter Long and Davis Allen had underwhelming production. Among the few bright spots was running back Kyren Williams, who powered the stifled offense with Stafford and minus the team’s top receivers. Uncertainty had even recently swirled around the futures of Stafford and Kupp after the latter was the subject of trade conversations ahead of the November deadline.


Sean McVay and Kyren Williams celebrate the Rams’ overtime win in Seattle earlier this season. (Steph Chambers / Getty Images)

McVay had a message for his players in their Wednesday all-team meeting as preparation began for Week 13 in New Orleans: They had only 39 days of work still guaranteed to them. That was it.

What would they do with them?

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“Go all out,” said Williams. “Give it everything I’ve got. Sacrifice what I need to sacrifice, put it all (out there) for this team. It really hit me when he said that.”

Stafford said McVay’s comments galvanized the team.

“Sometimes you kick off September 1st and you go, ‘Man, there’s a lot of football to be played.’ It’s daunting to look at the whole chunk,” he said. “He broke it down for us.”

Perhaps no position group embodies how the Rams came to life in the second half of the season than their defensive line. Led by first-year defensive coordinator Chris Shula, a front that ultimately featured all rookie and second-year starters (and was the roster’s most scrutinized after Donald’s retirement last spring) struggled as the year began. The defensive line was literally pushed backward in Week 1 as the Detroit Lions ran the ball over and through them in overtime to win. They couldn’t take down Cardinals quarterback Kyler Murray in Week 2. The Eagles ran them over.

After particularly bad losses, position coaches Giff Smith, A.C. Carter and Joe Coniglio would ask them to re-visit their fundamentals even if it meant using simple-looking tactics. They’d overturn large gray plastic trash bins and arrange them as if they were opposing linemen, creating three-dimensional gap assignments for each defensive player. The players spent extra time after practices literally walking through the bins, asking and answering each others’ questions as they went.

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After the losses to Detroit and Arizona, players walked out to practice to see the bins on the field. They came out again after the Eagles game.

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Honesty and the extra work brought the group closer. As the regular season drew to a close, the young front featuring Turner, rookies Braden Fiske and Jared Verse, second-year outside linebacker Byron Young, and fifth-year outside linebacker Michael Hoecht, started to give shape to the Rams’ overall identity.

Now, they have friendly wagers (the player with the lowest sack tally has to shave his beard) and a secret handshake used to celebrate successful plays out of their “Cheetah” package, which features Hoecht, Fiske, Turner, Young and Verse (a combination that produced 31 1/2 sacks in the regular season).

During the back stretch of the season they set the tone for the team when the offense struggled to score points or even sustain drives. The Rams scored 44 points in a win over the Buffalo Bills in Week 14, but like it often has this season, the offense has stalled in games since. In three consecutive wins from Weeks 15 to 17 to cap an undefeated December, the offense totaled 44 points while the defense — led by the young front line — held opponents to 24 combined points (eight per game).

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After their second win over rival San Francisco in Week 15 for the season sweep, the five players of the “Cheetah” package posed for a team photographer in the end zone as a misting rain fell. Each of them now has a copy they all signed for each other.

When Turner and his fiancee evacuated their home due to the fires earlier this week, that photograph was among the few items he took with him.

The NFL made its official decision to move the game to Arizona during Thursday’s practice, and team officials who weren’t on the field alerted business staff at the separate Agoura Hills, Calif., office (which also had to evacuate just a few minutes later), and Vikings officials.

Air quality throughout the region was a factor in the NFL’s decision as well as the continued risk for pop-up fires and keeping local traffic minimal in case areas needed to evacuate. Also significant: to host any NFL game, a large number of first responders, law enforcement and medical personnel need to staff the stadium. On average, the Rams have 100 such personnel at Sofi Stadium as well as at least two full paramedics crews/EMTs with life support ambulances, in accordance with the NFL’s Emergency Action Plan.

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Hosting the game would likely mean diverting those professionals away from active duties fighting the fires and related support.

“Obviously it sucks to move a home playoff game,” said Havenstein, “but it sucks worse for Southern California to go through this. So this is a small price to pay.”

Once the Rams got official word of the relocation, they scheduled a video meeting with the entire organization, plus families of staff and players. The latter would be able to come on the trip — plus any pets or extended family if sheltering with someone in the organization. Arizona Cardinals owner Michael Bidwill offered his team’s plane to help transport the oversized travel party of about 350 people (usually players, coaches and support staff take one).

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Friday morning, McVay held another team meeting. He wasn’t sure he could keep the focus on football after Thursday’s evacuations — which included Veronika, his wife, and their young son Jordan. But as he walked into the room where players and staff sat waiting and scanned across their faces, he saw they were locked in on him.

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This time, he had no number to give them. Instead, McVay held up a paperweight that he usually keeps in his office. On it are the words, “built for this.” In the context of football, their location change wouldn’t be too much for the players to handle. What hadn’t they overcome already?

“As much as we can’t control the environment around us,” Hoecht said, “(football) is something we can control.”

As players, coaches, their families and a few pets boarded the two planes later that afternoon — nicknamed “Noah’s Ark”  — Hoecht and his girlfriend handed out Los Angeles Fire Department sweatshirts and T-shirts, purchased from a vendor whose proceeds will benefit the LAFD.

Some spent the short flight to Phoenix scrolling the news or responding to worried messages from family and friends. Others chatted to each other across aisles and rows.

A couple of younger kids (and even some Rams players) marveled over Koda, a Great Dane belonging to offensive lineman Conor McDermott who made the trip.

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“We’re rolling as a family,” Hoecht said. “We’re going in there, and our job is to handle business. And we’re going in there for everybody in Los Angeles, everybody affected by the fires, everybody displaced, everybody evacuated. That’s what this week is for, for us. That’s what we play for.”


Conor McDermott, with wife Kelly and dog, Koda, at the LAX terminal. (Photo courtesy of Conor McDermott)

(Top photo of Sean McVay: Christian Petersen / Getty Images)

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Inside Carson Beck’s move from Georgia to Miami: NIL, injury timeline and optimism on offense

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Inside Carson Beck’s move from Georgia to Miami: NIL, injury timeline and optimism on offense

CORAL GABLES, Fla. — New Miami quarterback Carson Beck arrived on campus Saturday afternoon with a smile on his face, a brace on his surgically repaired right elbow and an eager offensive coordinator waiting to shake his hand.

“Nice to finally meet you in person,” Hurricanes offensive coordinator Shannon Dawson told the 6-4, 220-pound gunslinger who led Georgia to the SEC championship and a 24-3 record over the past two seasons as the Bulldogs’ starter before entering the transfer portal.

“So, when are you going to start throwing?”

Beck, who walked onto campus flanked by a person affiliated with Miami’s name, image and likeness collective, is reportedly set to make $4 million to start at quarterback for Miami this coming season. But The Athletic has heard through multiple sources briefed on his recruitment the number he’s set to receive from Miami channels is closer to a little over $3 million, roughly double the $1.6 million Heisman Trophy finalist Cam Ward earned through Miami’s collective (not including additional deals with Adidas, Bose and others) when he led the No. 1 scoring offense in college football this past season.

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Beck, who won’t start throwing again for a few months due to the ulnar collateral ligament (UCL) injury he sustained in Georgia’s SEC title game win against Texas, was the only quarterback Miami’s coaching staff really wanted. Staffers told The Athletic he spent the day Saturday breaking down film with Miami’s coaches while freshmen and other transfers began moving in on campus.

Dawson was not excited about any other quarterback who had entered the portal or was expected to enter the portal this offseason. The Hurricanes liked Texas’ Quinn Ewers, but no one really knew what he was going to do once the Longhorns were eliminated from the College Football Playoff. NFL evaluators have projected Ewers anywhere from the third round to the sixth round. (Ewers told ESPN before Friday’s Cotton Bowl semifinal that he expected to leave for the NFL. Texas lost to Ohio State 28-14.)

Miami, meanwhile, spent time trying to gather as much information as it could about Beck once he declared for the NFL Draft in late December, on the chance he ended up in the transfer portal instead. Studying the film, Dawson felt Beck’s 2023 season was elite. This year, Beck didn’t play as well, but the Bulldogs weren’t as good around him, especially without Brock Bowers or Ladd McConkey catching passes. While Bowers and McConkey starred as rookies in the NFL, Georgia’s receivers led all Power 4 programs with 31 drops. The Bulldogs also dealt with injuries on their offensive line, allowing 1.79 sacks per game (58th among FBS programs).

Dawson also reached out to Baltimore Ravens offensive coordinator Todd Monken, who had been Beck’s coach at Georgia from 2020 to ’22. Monken had nothing but praise for Beck, calling him an elite talent.

Beck doesn’t have the same demeanor as Ward — he’s quieter — but there aren’t many like Ward. The more Miami studied all its options, Dawson believed Beck was by far the best available. His quick release and accuracy stood out, as well as his ability to process. He’d played in a lot of big games and in tough situations. He also moves better than Ewers.

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The other compelling factor: Beck, like Ward, is highly motivated to prove himself to NFL teams in his final college season. Miami believes it is putting Beck in a similar situation to flourish as it did with Ward, who also declared for the draft before deciding to return for another season of college football and transfer.

“Watching his success and what he was able to do and the position he’s in now (with the NFL Draft) made (Miami) very attractive to me,” Beck told 247Sports Saturday when he emerged from Miami’s football offices about five hours after arriving on campus.

Adding another experienced receiver to the roster, though, is a priority. Miami has already picked up LSU transfer CJ Daniels, who has started 30 games in his career, and has blue-chip talents in Jojo Trader and Ny Carr entering their second seasons.

Landing Beck could help the Canes attract more talent. Miami coaches can’t count how many times receivers in the portal would ask them, Who’s gonna be your quarterback?

The rest of the offense isn’t in bad shape. Four starters are back on the offensive line, and Miami also picked up TCU starting center James Brockermeyer in the portal. Ex-Tulane tight end Alex Bauman, a big red zone target with seven touchdowns last season, will complement talented freshman Elija Lofton as middle-of-the-field targets. Miami’s backfield, which led the ACC with 5.7 yards per carry, brings back talented sophomore Mark Fletcher and speedy freshman Jordan Lyle.

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Beck arrived in Miami on Saturday, the day after publicly committing to the Hurricanes.

Miami thought the only negative with Beck was his injury, which will sideline him for spring practice. Dawson talked to a handful of people who have dealt with the injury, including 49ers quarterback Brock Purdy’s private quarterback coach Will Hewlett. Purdy came back from a torn UCL and started throwing again some eight to 10 weeks after his surgery. All of the feedback Miami got said the same thing: Beck’s injury wasn’t that bad, and his recovery outlook is pretty clean. Beck, a Jacksonville, Fla., native, is expected to be around for spring ball to acclimate with his teammates and learn the offensive system.

Miami’s staff is still high on sophomore Emory Williams. In 2023, he beat Clemson in his first career start after an injury to Tyler Van Dyke and almost beat a Florida State team that went 13-1. But he didn’t look ready to take over for Ward when he replaced the Hurricanes’ NFL-bound QB in the second half of the Pop-Tarts Bowl.

After winning 10 games for only the second time since joining the ACC in 2004, Miami couldn’t go into Cristobal’s fourth season without a star at quarterback. But the Hurricanes didn’t want to take a guy just to take a guy.

In Williams, they believe they have a 6-5 prospect who is extremely accurate and made some big-boy throws to beat Clemson in 2023. The question, though, is whether he’ll stick around past the spring. Frank Ponce, the quarterbacks coach who recruited Williams to Miami, is now an assistant down the road at FIU. The Hurricanes have two other scholarship quarterbacks: 2025 blue-chipper Luke Nickel and 2024 three-star Judd Anderson, who both played their high school football in Georgia.

Miami’s personnel people charted dozens of potential QB transfer prospects. The verdict: It was not a good crop, not even as good as last year’s. Dawson probably ended up breaking down about 10 who merited deeper consideration.

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South Dakota State’s Mark Gronowski, who had led the Jackrabbits to two FCS national titles, spoke with Miami. Dawson liked him and was going to fly up to Sioux Falls to see him, but the trip was canceled after he heard Gronowski might need surgery. Gronowski ended up signing with Iowa, and the Hawkeyes confirmed he would have surgery in the coming weeks and would not begin on-field workouts until June.

Miami native Fernando Mendoza was another possibility for the Hurricanes. The former Cal starter had committed to Indiana right before Christmas. But even two weeks later, some Miami folks believed Mendoza would come home if the Hurricanes offered him. The Canes staff liked him, but in their eyes, he didn’t have Beck’s talent.

When Beck’s camp let Miami know he was planning on entering the portal, the Canes figured they had a good shot. It helped that they had a track record with Ward, who had gone from a fifth-round draft projection to a potential top-10 pick, and also that Beck’s girlfriend, Hanna Cavinder, plays on Miami’s basketball team.

Saturday, Beck’s transfer journey from Athens to Miami reached its destination.

(Photos: Manny Navarro for The Athletic)

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Bill Belichick backs Eli Manning's Hall of Fame pursuit

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Bill Belichick backs Eli Manning's Hall of Fame pursuit

Eli Manning was named one of the semifinalists for the Pro Football Hall of Fame’s modern era ballot two weeks ago as he tries to get to Canton, Ohio, in his first year.

The former New York Giants star has a Hall of Fame worthy resume with two Super Bowl championships – both over Tom Brady and an undefeated New England Patriots team – as well as 57,023 passing yards and 366 touchdown passes. Those statistics were among the highest in the NFL ever when he retired from the sport after the 2019 season.

New York Giants quarterback Eli Manning, #10, throws a pass before the game against the Dallas Cowboys at Cowboys Stadium in Arlington, Texas, on Dec. 11, 2011. (Tim Heitman-USA TODAY Sports)

However, getting into the Hall of Fame in his first year on the ballot is an uphill climb as he will have to last as long as Antonio Gates, Torry Holt, Reggie Wayne, Darren Woodson, Fred Taylor and a handful of others who have been on the ballot longer.

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Former Patriots head coach Bill Belichick appeared on ESPN’s “ManningCast” on Monday during the Los Angeles Rams’ playoff win over the Minnesota Vikings and threw his support behind the four-time Pro Bowl quarterback.

“Eli, you don’t look that good in that hoodie, but you’re going to look great in a gold jacket,” Belichick told Manning. “I’m sure that’s going to happen, and you deserve it so much to join Peyton in a gold jacket too.”

Eli Manning walks the siideline

New York Giants former quarterback Eli Manning on the field before a game against the Cincinnati Bengals at MetLife Stadium in East Rutherford, New Jersey, on Oct. 13, 2024. (Brad Penner-Imagn Images)

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Manning told the New York Post last week he was not exactly so sure.

“I guess it’s different just because it’s all out of your hands, you’re not campaigning for it, you’re not trying to talk to people about it or prove your point,” he said. “If I get in, it will be an awesome, unbelievable few days down in New Orleans, and if I don’t, it’s not going to ruin it for me. I’m not going to be in a bad mood, I’m not going to be sulking around. 

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“Just to be included in the top 15 this year is a great honor, and so I look at all of this as positive and a fun experience.”

Eli Manning at Knicks game

New York Giants former quarterback Eli Manning sits courtside during the fourth quarter between the New York Knicks and the Oklahoma City Thunder at Madison Square Garden on Jan. 10, 2025 in New York City. (Brad Penner-Imagn Images)

If he does get in, the announcement ceremony would take place in New Orleans – Manning’s hometown.

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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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