Final could be worth more than €25m

RUGBY HEINEKEN CUP:THE DECISION by the ERC to bridge a 10-year gap by staging the 2013 Heineken Cup final in the Aviva Stadium is likely to generate around €25 million for the local economy.

This estimate is based in large part on economic impact studies of the biennial Six Nations games between Ireland and England in Dublin, which the IRFU have been tracking since 1997: last March the figure for the economic impact, primarily in Dublin, was over €51 million.

The IRFU estimates that the big international and provincial matches generate more than €200 million for the economy, which is almost certainly a conservative figure. Indeed, union chief executive Philip Browne reckons the 2013 final may generate “significantly more” than €25 million.

“At least 40 per cent of the tickets are sold in advance of knowing who the finalists are and a significant proportion of those tickets are sold in the UK, with a lesser proportion sold in France and Ireland. It could well be that you could have more people travelling to Dublin for a Heineken Cup final, depending on the teams, than you’d have for a Six Nations game.

“One of the reasons that the Government put money into the Aviva was because we made the case, very strongly, that if we have a stadium we’ll make sure that we’ll bring events to the stadium and to the city,” added Browne. “So the rationale behind (investing) €191 million of State money into the stadium makes absolute, perfect sense.”

The Government and sporting bodies are clearly determined to stage at least one major event per year, following the Europa League final last month: witness both the Solheim Cup later this year, and the Navy v Notre Dame American football game (liable to attract more than 20,000 US visitors) at the Aviva Stadium next year.

Now, the Heineken Cup in 2013.

The ERC decision is also recognition of the contribution Irish rugby has made to the Heineken Cup, with at least one side in the knock-out stages of the competition for the last 13 years, along with six finalists and five winners in that time.

“We wanted to get back here as soon as the (Lansdowne/Aviva) project was completed,” explained ERC chief executive Derek McGrath yesterday.

“Since the last final here, in 2003, we’ve seen a huge contribution from Irish rugby and Ireland itself to the tournament, and there’s a very positive relationship between the tournament and Irish rugby. The fans, the contribution of the matches, the players themselves, the success of the teams – there’s almost a symbiotic relationship.”

This will only be the third final in Dublin since Toulouse beat Perpignan in 2003 – Ulster having beaten Colomiers in 1999.

By contrast, last month’s decider was the fourth in the Millennium Stadium and the sixth, all told, in Cardiff, with three in Twickenham, three in France (only one in Stade de France) and two in Murrayfield.

Then again, a decade ago Leinster were playing in a 7,500 capacity Donnybrook and Munster in a 13,000 capacity ground at Thomond Park. The two have since moved into capacities of 18,500 and 27,000.

Missing out on this year’s decider was understandable given the proximity of the Europa League final just three nights beforehand, although McGrath also envisages that, in partnership with Dublin City Council and Fáilte Ireland, they will benefit from the latter having jointly staged that game.

However, the choice of Twickenham for next season’s final raised the fear that the Aviva’s 50,000 capacity might mitigate against the stadium ever staging a Heineken Cup final.

“Obviously we consider the size of the stadium when we make our review, but it’s more than that for us,” said McGrath. “It’s actually a stage to provide a magnificent festival. We’re looking for something which shouts loud when the tournament kicks off. You saw that in Cardiff only a couple of weeks ago. What we’re looking for is something which is going to put the tournament in the shop window, with the best stage and fill this stadium for what should be great drama.”

Croke Park, venue for a world-record attendance of 82,208 for the 2009 Munster-Leinster semi-final, was not an option as the IRFU, understandably, only submitted the Aviva. For the Europa League final, the stadium’s name was changed to the Dublin Arena for the day, and, while there won’t be another name change, a “clean venue” for branding has been agreed.

The 2003 final also witnessed a relatively sparse attendance of 28,600, and constituted something of a turning point in the history of Heineken Cup finals.

As was the case for next season’s final in Twickenham (8,000 tickets already sold), the first tranche for the 2013 decider will go on sale around next year’s final.

Despite the reduced capacity, about 20,000 tickets will be held back until after the semi-finals, with 7,500 each for the finalists and 5,000 for sponsors and partners.

In the long term, McGrath didn’t rule out one day staging a final outside the six participating countries, but not before staging a final in Italy, although the other five unions/federations either own suitable stadia or, as in the case of Stade de France, it is state-owned.

“That is the next challenge,” he admitted, “to host the final in Italy.”