'In a League of Their Own Making': Understanding Marketing Fundamentals with Cork City Football Club

Cork City Football Club is a professional football club based in the city of Cork, Ireland. In recent years the club has had a number of challenges including varied levels of success in the League of Ireland Premier Division, funding difficulties exacerbated by the COVID-19 pandemic and a changing media landscape. The case provides students with an overview of the club's activities in recent years and sets up a number of practical business problems that the club's board currently faces. Confronted with limited resources the board recognizes the need to engage in further marketing activities and identify new revenue streams. However, they are unsure of how best to proceed, and the board recognizes that there's a need to analyse their current position and undertake market research to better inform their next steps.