Cork City FC eyes new retail store in commercial drive
Dermot Usher, Cork City FC's new owner, says he wants companies to be able to support the club and get something back in return.
The owner of Cork City Football Club is targeting annual commercial revenues of more than €1m as he outlined ambitious plans for the club’s future.
Majority owner Dermot Usher said the club viewed a premises in the city centre last Friday with a view to opening a new retail outlet — part of a series of off-the-field ventures to bolster the business.
Mr Usher took over Cork City FC in 2023 and a relegation and promotion has followed, at a personal cost of €1.4m, but the club is now embarking on the new League of Ireland Premier Division season at home to Galway United at Turners Cross on Friday night.
After 24 months of fluctuating financial fortunes, and two years of financial losses, he believes the club can embark on a more secure future. Part of that future involves an increased focus on the retail element of the club.
The club has a retail outlet at Douglas Shopping Centre but Mr Usher said a new city centre premises is in the pipeline. “There is a good deal of planning yet before it’s finalised. We viewed the premises last Friday and there’s a bit of work required yet inside it.”
Mr Usher said he sees expanding retail as “a business within a business”.
"We have a lot of ambition to grow that business, and with our supply chains fully in place we aim to be in a position to supply other clubs with kits.”
The club is also branching into other revenue streams, including promotions, next month holding events in the RDS in Dublin on March 14 and Cork’s Opera House on March 15 with members of Ireland’s Italia 90 World Cup squad. The Opera House gig has already passed 600 ticket sales.
Other plans include new LED pitchside signage at Turners Cross. But while these sidelines are all helpful at driving money back into the club, football remains the core business.
While kit pricing has reduced, individual matchday admission prices have risen this season, priced at €25 for adults. Last year individual tickets were available online for €15, while they were available online for €18 in 2023. Mr Usher said the price had not been reflective of rising costs around the club.
“The amount of inflation on costs around the club has been crazy, in some cases up to 50%. Our rental costs are up substantially, and while a minimum wage agreed in the League of Ireland is a good thing the costs have a ripple effect which filters down.”
He also pointed out that tickets are available in five-match blocks for €100, representing a significant saving, and that season ticket holders who renewed this year are paying just €15 for a game — “€15 was the price 15 years ago to go to a match in Cork so the price hasn’t been reflective.”
The club has targeted a baseline attendance of 4,000 fans per match this season. “Our season ticket sales, in cash terms, are already way up on when we were last in the Premier Division in 2023,” said Mr Usher.
In December, Mr Usher took in a new investor into the club as David Cronin, a businessman whose other interests include Wylde e-sports, and a former member of the Munster Rugby commercial board took on a 20% stake in the club.
The club is also looking at securing a long-term training base and is increasing its community outreach.
Ultimately, success on the pitch will be key to increasing revenues off it, and survival in the Premier Division is the main aim for the season. Mr Usher said the club’s pre-season spending is finished but that funds could be available for manager Tim Clancy later in the season for the right deals.
“Our mission is to stay in the Premier Division. There are 10 teams in the division and they are the 10 wealthiest clubs. The challenge for us is can we be successful on and off the pitch. We have a lot of work to do but I believe we are getting there and I’m looking forward to the season.”
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