Donegal and Kerry showcase football's Wild Atlantic Way
On a comparatively shoestring budget, Fáilte Ireland had to come up with an initiative to rebrand the splendour of the west coast in the hope of boosting a tourism industry still reeling from the economic crisis.
Then chief executive Shaun Quinn went back to his homeplace in Raphoe in Donegal and conjured up the phrase. The wave-shaped acronym that became the logo followed and after that it was a case of agreeing on the route.
Launched in April 2014, it was initially deemed gimmicky. The rusty stop signs were maligned as eyesores and the new road signs dismissed as the proverbial lick of paint.
By the time Donegal and Kerry faced off that September, the sneering and cynicism was on the wane. Hotels in counties like Donegal were reporting bookings up by as much as 40%. Last year, it was revealed the Wild Atlantic Way has led to a 58% increase in revenue, which now totals €3 billion per annum. Not bad for giving a new name to something that was already there.
Finn MacDonnell, owner of the famous Dick Mack's pub in Dingle, told this newspaper last year its creator should 'be given a trophy'. Aisling Arnold-Kelly, owner of Arnolds Hotel in Dunfanaghy reported the promotion was transformational for her business. 'We were opening on St Patrick's Day and closing after Halloween,' she told the Irish Times.
'As a result of the Wild Atlantic Way, we are now open six months full-time and five days a week in the off-season, from November to February…'
A lot of what the Football Review Committee (FRC) started 10 years on from Fáilte Ireland's great marketing campaign can be likened to the Wild Atlantic Way. The product is still the product, football remains football as FRC chairman Jim Gavin had intended, but the packaging is a damn sight better.
In almost every GAA field in the country, the FRC's lick of paint has amounted to two partly-elliptical arcs and a dotted halfway line. The skill of a long-range point has been flagged literally and figuratively. The quick free is quicker in the form of the solo-and-go.
If the 2,500km route from Kinsale to Malin Head fuels nostalgia for ex-pats and second and third generation Irish about the old sod, the four back, three up restrictions is a nod to how the game used to be played.
Like the paintings of Paul Henry and postcards of John Hinde that sold the idea of Ireland as a destination in the early half of the 20th century, there is romance to the rules. The allure of empty space as portrayed by those artists is what the FRC have advertised to footballers.
Gavin may be a self-proclaimed fan of 'east coast football' but within the parameters he and his group have set, the west are this year's winners. The tropes about Donegal being too wedded to their running game because of their geography and their management's allegiance to it has been disproven by their progress under these new game conditions because they have excellent kickers.
To a lesser extent, Kerry's presence in this final is notable when they seemed for a large part of the season to be slower than most to catch the hang of two-pointers, a point Jim McGuinness referenced after Donegal's All-Ireland semi-final.
Both have moved with the times. The aggregate 27 points, the 2-21, the pair accumulated between themselves in the 2014 All-Ireland final could be matched or surpassed by half-time on Sunday. It's inflation but, unlike what those holidaying in Ireland are experiencing, it's the good kind.
Just as the ruggedness of the west has been re-imagined, the GAA have realised that when you rebrand it, they will come. Novelty or not, attendances were up 21% for this year's group stages compared to last. Crowds for the 13 knock-out matches will exceed 430,000 and could be as much as 23% higher than 2024.
That's not to say the fare from the preliminary quarter-finals has been great. It's been pretty underwhelming, in fact, after some electric group matches. The average winning margin has been 7.8 points compared to the group stages where the average gap was 5.6.
Consequently, there is some pressure on Sunday's final to showcase all the good that the FRC has brought to the game before the permanency of the rules are voted on in early October, but finals are often fraught affairs and it's been six years since a stone-cold classic was delivered on this stage.
But it doesn't need to be wonderful to establish that the tweaks have been a success. As those living in the Donegal and Kerry beauty spots on the Wild Atlantic Way can testify, a shower is never too far away.
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