The FAI were struggling to realise the full potential of their hospitality packages for the Irish National Team. The existing 'Club Ireland' structure lacked a clear hierarchy of benefits for fans and in many instances failed to differentiate from a standard hospitality package - both in terms of experience and price.
 
It was critical to re-position the premium hospitality offering for fans, to drive increased revenue for the FAI and maximise the opportunity.

LBA conducted a global analysis of how the world leading sports brands package and sell their premium offerings. This covered not just the experiences but also the tiering and how the premiumisation ladders were articulated to consumers. This analysis was also supplemented with out of category analysis from leading businesses which thrive on tiered membership models.

From this analysis LBA developed a new positioning for Club Ireland and from this the structure of the different tiers. A new membership tier was created at the lowest level, giving more fans a first exposure to Club Ireland. From there, bronze, silver, gold and platinum tiers were developed, each with increasingly rich experiences (access, experience and merchandise).
 
From this positioning a new identity was developed, one that leveraged the national team identity but in a clearly elevated way. The different tiers were also given a distinct look at feel with clear colour coding to denote the status.