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from a digital point of view you've got to build up your database and that is not just let's get a whole load of emails and we just whack it out it's really getting the data and having what i would call insights so what are those people actually doing and then how do you submit that data based on their needs and their target messages at the right time at the right place how they want it with the right message related to the data you've collected on them so we started collecting an email database oh i would say 16 17 years ago and that is extremely important i think the other one is to have a very simple brand message so for us uh our brand message of the irish football association was football for all three little words but what powerful words because that was a positional statement to say no matter where you're from football is for all and to get that message out so if you're for example you know um you're on an email football for all if you on the website football for all if you were speaking at an event football for all so it's not consistency is what i'm talking about not alone a brand statement that is unique to you and then i think that other bit would be how do you use the media in my case you know sports tech media to really continue to communicate with them to maybe write articles to to to really you know get your message your content out there foreign again on a consistent regular basis i think a number of sports organizations think that when they do a new logo that's branding done here's my new logo we're done and what they miss out is that logo is obviously an element in branding but it's only one of a major number of areas um i think how people build their brand is probably needs to be greatly improved and i can see that in a number of areas how they treat their brand um not the logo but their brand and to me i go back to disney disney tell a story they teleport well and they tell it often and how you get treated by disney when you're not there as a customer you're there as a guest so how they do that i think sport and other organizations need to look to people like them people say to me jeff but disney's got millions yes one of the principles that i'm looking to ask people to think about how disney do all of these different bits and pieces how they develop and grow their brand and how the customer service is exceptional and how the overall entertainment creates something of value in your mind so to me i think sports organizations don't do enough in this whole idea whole area of creating their brand and telling their brand story especially linked it you know great history i think that the second for me area is in the area of engaging their fans i think if the if if we're talking at a stadium or at a an event i think for many sports organizations is we engage our fans and our spectators when they come to see us and to me i don't think that that is one bit but not the bit so i created a very basic uh sports model that talks about if you're at the match on game day you've got to engage which is the traditional but what about if it's game day and you're not at the match how are you engaging people what about if it's non-game day but you're at the venue and what about if it's not in game day and you're not at the venue or the stadium so each of these through four four building blocks you've got to engage fans in other words it's got to be consistent throughout the year not just when you've got a game every fortnight six months or whatever the other side of it is those major events you're probably going to have to do some without fans and that then obviously then has an impact on the likes of and the likes of ticketing i think from my point of view there always is a way to do something and what the pandemic is doing in the sports side is saying we've got to think innovative we've got to think creative and i would call it the massey ferguson effect in northern ireland and this is where i think northern ireland businesses have got to have get let's get back to massey ferguson let's be innovative and creative i'm not saying that we're not but sometimes if everything's going great you stay where it's at and sometimes you need something like this as a joke to say let's get back and be innovative and creative and i think sport will need to do that more and more over the next year