In August 2008, ISG was appointed by the Football Association of Ireland (FAI) to develop, sell and manage a new premium seating product at the new 52,000 capacity Aviva Stadium.
The new stadium was built on the original site of the iconic Lansdowne Road.
This new premium product is called The FAI Vantage Club and the sale of 36 Corporate Boxes; accommodating either 50, 24 and 12 people, and 10,650 Premium Seats was launched in September 2008.
The initial task for ISG was to research the Irish marketplace to understand what it wanted in terms of event access, catering and hospitality, transport and other exclusive benefits. This research resulted in an exciting new offering that allows customers (both corporate and personal) to enjoy an enhanced match day experience. ISG then recruited, trained and managed a sales and marketing team of 12 executives to sell this product.
As the opening of Aviva Stadium approached, ISG’s contract for the sale and marketing of FAI Vantage Club premium seats was reconfigured. The management of the sales and marketing process was therefore taken in house by the FAI, with ISG remaining involved in an advisory capacity.
Furthermore, in addition to its contribution to the sales and marketing of FAI Vantage Club, ISG's involvement was a crucial factor in the ability of the FAI to secure finance relating to the stadium.