Economic Impact of Sport in Limerick

The Economic Impact of Sport in Limerick
Daniel Mc Mahon
K00131546
Supervised by: Ms Elaine Barry
This research project was submitted to the department of
Finance and Professional Studies at Limerick Institute of
Technology in partial fulfilment of the requirements set
out in the Bachelor of Arts (Honours) in Business Studies
with Sports Management course outline (LC951)
Submitted: 21st
of March 2014

i
Declaration Sheet
Limerick Institute of Technology
Department of Finance & Professional Studies
Examination for the Research Thesis – BA in Business Studies with Sports
Management
Student Name: Daniel Mc Mahon
Certificate of student in respect to an individual’s work:
I certify that the whole of this work is the result of my individual effort,
and that content from all sources - including but not limited to, books,
journal articles, reports, conference proceedings, websites, newspapers,
magazines, sound recordings, film, TV & video recordings and private
correspondence - has been appropriately acknowledged using the Harvard
system of referencing.
I understand that this thesis will be checked using turnitin. I understand
that plagiarism of any kind is strictly forbidden and constitutes a serious
breach of examination regulations. Falsification of data in any way is
strictly prohibited and constitutes a serious breach of examination
regulations.
Signed: ________________________________________________
Date: __________________________________________________
Certificate of Tutor responsible:
I am satisfied that this work is the result of the student’s own effort.
Signed: ____________________________________________
Date _____________________________________________

Table of Contents
The Economic Impact of Sport in Limerick .....................................................................1
Declaration Sheet ...............................................................................................................i
Table of Figures ................................................................................................................ii
Table of Appendix............................................................................................................iii
Acknowledgements..........................................................................................................iv
Abstract .............................................................................................................................v
Research Objectives.........................................................................................................vi
Chapter 1.0 Research Objectives ....................................................................................vii
1.1 Introduction...................................................................................................vii
1.2 Chapter Briefings ..................................................................................................vii
1.3: Introduction to Study..............................................................................................1
1.4 Conclusion...............................................................................................................2
Literature Review..............................................................................................................3
Chapter 2.0: Literature Review.........................................................................................4
2.1: Introduction............................................................................................................4
2.2: Defining Sport........................................................................................................5
2.3: Defining the Economy and Economic Growth ......................................................5
2.4: Irish Government Investment in Sport...................................................................6
2.5: Employment Levels in the Irish Sports Industry....................................................7
2.6: Economic Importance of Sport in the North of Ireland .........................................8
Figure 2.6.1 – Sport Related Employment in the North of Ireland...........................8
2.7 Economic Impact of Irish Sports Events Nationwide 2012 ....................................9
2.8: Economic Impact of the 2009 Heineken Cup Quarter Final in Thomond Park,
Limerick, between Munster Rugby and The Ospreys.................................................10
2.9: Economic Impact of the Great Limerick Run ......................................................10
2.10 Conclusion...........................................................................................................11

Research Methodology....................................................................................................12
Chapter 3.0 Research Methodology................................................................................13
3.1 Introduction ...........................................................................................................13
3.2 Secondary Research ..............................................................................................14
3.3 Primary Research ..................................................................................................15
3.3.1 Questionnaires....................................................................................................16
3.3.2 Advantages of Questionnaires............................................................................16
3.3.3 Disadvantages of Questionnaires .......................................................................17
3.3.4: Pilot Questionnaire for Limerick Citizens .......................................................18
3.3.5 Questionnaire for Limerick Residents................................................................18
3.4 Limitations to Research.........................................................................................19
3.5 Conclusion.............................................................................................................19
Data Analysis ..................................................................................................................20
Chapter 4.0: Data Analysis .............................................................................................21
4.1 Introduction ...........................................................................................................21
4.2 Questionnaire Results............................................................................................21
Figure 4.2.1 - Participants Interest Levels in Sport.................................................21
Figure 4.2.2 - Participants Expenditure in Sport.....................................................22
Figure 4.2.3 - Sport, Mediocre Cost or a Worthwhile Investment..........................23
Figure 4.2.4 - Reduction in Sports Investment........................................................24
Figure 4.2.5 – Satisfaction Levels of the Current Investment in the Sports Sector 25
Figure 4.2.6 – National Employment Statistics and their Reflection on the Current
Employment Situation in Limerick .........................................................................26
Figure 4.2.7 – Sports Economic Impact on Limerick .............................................27
Figure 4.2.8 – Sporting Positions in Limerick ........................................................28
4.2 Discussion .............................................................................................................29
4.3 Conclusion.............................................................................................................31
Conclusion ......................................................................................................................32

& Recommendations.......................................................................................................32
Chapter 5.0 Conclusion and Recommendations ......................................................................... 33
5.1 Introduction ...........................................................................................................33
5.2 Conclusion of Study..............................................................................................33
5.3 Recommendations .................................................................................................35
5.4 Conclusion.............................................................................................................36
References................................................................................................................................... 37
References ...................................................................................................................38
Bibliography ............................................................................................................................... 41
Bibliography................................................................................................................42
Appendices.................................................................................................................................. 43
Appendix A – Pilot Questionnaire...............................................................................44
Appendix B – Sample Questionnaire...........................................................................46
Appendix C – Research Proposal................................................................................49
Appendix D – Project Tutorial Record........................................................................60
Appendix E – Turnitin Report.....................................................................................70

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Table of Figures
Figure 2.6.1: Sport Related Employment in the North of Ireland ................................8
Figure 4.2.1: Interest Levels in Sport .........................................................................21
Figure 4.2.2: Expenditure in Sport .............................................................................22
Figure 4.2.3: Sport, a Mediocre Cost or a Worthwhile Investment ...........................23
Figure 4.2.4: Government Reduction in Sports Investment.......................................24
Figure 4.2.5: Satisfaction Levels with the Current Investment Sports.......................25
Figure 4.2.6: National Employment Statistics & their Relection on Limerick ..........26
Figure 4.2.7: Sports Economic Impact on Limerick ..................................................27
Figure 4.2.7: Sporting Positions in Limerick .............................................................28

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Table of Appendix
Appendix A: Pilot Questionnaire ...............................................................................42
Appendix B: Sample Questionnaire...........................................................................44
Appendix C: Research Proposal ................................................................................47
Appendix D: Project Tutorial Records.......................................................................58
Appendix E: Turnitin Report…………………………………………………….70

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Acknowledgements
I would like to take this opportunity to articulate my appreciation to the following
people for their continued support and reassurance during the time it took to
complete this research thesis.
I would like to express my deepest gratitude to my thesis supervisor Ms Elaine Barry
for her patience, feedback, encouragement and continued guidance throughout this
process. Without Ms Barry I would have not achieved my goal in completing this
document to the best possible standard. In addition, I would also like to thank my
secondary supervisor Mr Donnacha McNamara.
Many thanks to the library staff in the Limerick Institute of Technology for making
the relevant literature easily accessible throughout the year. The research skills I
have acquired through their assistance will prove to be beneficial in my future
endeavours.
I would like to collectively thank each of the one-hundred Limerick residents who
obliged me by participating in my primary research which has significantly
contributed to my study.
Finally, a special thanks to my family, friends and classmates for believing in me and
giving me the appropriate support and motivation throughout the year.
Thank You.

v
Abstract
The research conducted in this document has assessed the impact sport can have on
an economy in tremendous detail while answering the predominant aim of this study
which was to discover; the economic impact of sport in Limerick.
It has done this by exploring literature relevant to the subject matter. The report has
examined the government’s expenditure in sport related areas in conjunction with the
relevancy of sport related income throughout the country, specifically Limerick. The
paper has thoroughly investigated employment levels in the sports industry as well as
the economic impact of sporting events held in Limerick. There was also an
exploration into the perception of Limerick citizens regarding the economic impact
of sport
The appropriate facts and statistics in this research document were obtained through
the medium of questionnaires which were distributed to a vast range of Limerick
citizens who acted as key informants in order to obtain the relevant information
regarding the outlined subject topic. The subsequent data collected was then
analysed in terms of the literature while simultaneously forming comparisons and
contradictions within the findings.
Based on the information provided from the objectives, it is concluded that sport
greatly impacts the Irish economy while simultaneously boosting Limerick’s local
economy to a certain degree. This conclusion is drawn from an analysis of the
research findings.
Finally, a precise list of recommendations are itemized for the sports industry in
conjunction with specific recommendations for future studies which have each been
constructed based on the findings of the overall study.

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Chapter 1.0 Research Objectives
1.1 Introduction
The initial chapter of the forthcoming dissertation will firstly outline a concise
summary of each of the following chapters which provide a framework for the study.
An in-depth introduction into the author’s chosen topic - the economic impact of
sport in Limerick will commence, entailing the study’s predominant aims and
objectives.
1.2 Chapter Briefings
Chapter 1) Research Objectives
The first chapter will summarise how the research conducted throughout the
document will be implemented. Subsequently, a review of the aims and objectives of
the study which have been set out by the author will take place while outlining the
structure of the dissertation.
Chapter 2) Literature Review
This chapter outlines and discusses each component of the secondary research
conducted by the author. The secondary research process will cover all aspects of
the document from defining sport and the economy (economic growth), government
investment in sport, employment levels in the sports industry, the economic
importance of sport in the North of Ireland, the economic importance of sports events
nationwide, the economic impact of a Heineken Cup match in Thomond Park and the
economic impact of the Great Limerick Run.
Chapter 3) Methodology
This section of the document will introduce both the secondary and primary research
methods which the author will undertake. The type of primary research which will
be conducted is questionnaires; the author will discuss the questionnaire process, the
advantages and disadvantages of questionnaires, the pilot questionnaire and the

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sample questionnaire before outlining the limitations which occurred when
conducting the research.
Chapter 4) Data Analysis
In this stage of the paper, the author will analyse the primary research which was
presented in the surveys by the sample population who obliged. This chapter will
subsequently discuss the key findings from the primary and secondary research
conducted while interlinking both with the research objectives set out.
Chapter 5) Conclusion and Recommendations
The final chapter will conclude the significant information gathered from chapters
two, three and four. The author will finish by making the appropriate
recommendations for the future if such a study were to be carried out again.

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1.3: Introduction to Study
The thorough examination on the economic impact of sport in Limerick is the
prominent source of inspiration throughout the duration of this undergraduate
dissertation which the author intends to intensely scrutinize.
Foremost, the author has chosen to investigate this specific subject due to his lifelong
interest in the matter as well as being a topic which is frequently discussed in
conjunction with the author’s college course (Business Studies with Sports
Management).
The outlined topic is of immense importance to the Irish population as well as being an
extremely sensitive subject due to the controversial government cutbacks for core sports
in the 2013 November budget.
This research analysis includes the following three main objectives which contribute to
the forthcoming study: Firstly, to investigate governmental investment in the North and
South of Ireland in sport and sport related activities in conjunction with exploring
Limerick citizen’s perception on such investments i.e. is sport viewed as being a
worthwhile investment or a mediocre cost. Secondly, to examine employment levels
across numerous sectors in the Irish sports industry. The third and final objective in this
study is the basis for the majority of the author’s research which is to probe the
economic impact of sport related events and activities nationwide before focusing on
Limerick.
Data obtained from participants through the use of questionnaires will be evaluated in
terms of the literature provided with the author subsequently providing
recommendations for the industry based on the information gathered and analysed from
each objective.
In the forthcoming chapter related literature on the selected topic will be reviewed.
Firstly, the definitions and characterisations of sport and the economy (economic
growth) are examined in relation to their importance while providing the author and
reader with a beneficial background on the matter. The following sections will
investigate the Irish government’s investment in the sporting industry while exploring
the employment levels in the said industry. The concluding sections include examples
of various nationwide and localised sport’s related events that have significantly
impacted the economy including BDO Simpson Xavier’s (2009) assessment of the
economic impact of rugby in Limerick in relation to the 2009 Heineken Cup Quarter
Final in Thomond Park Stadium between Munster Rugby and The Ospreys. The report

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summarised the direct expenditure of supporters, an increase in part time jobs in the
Limerick are and accommodation expenditure over the specific weekend of the event.
1.4 Conclusion
This opening section has successfully entailed a summarised version of the chapters
which the reader can expect to encounter throughout the dissertation. A meticulous
introduction was also constructed which discussed the title of the study in addition to
outlining the study’s three main objectives.
The next chapter will review the literature which the author has analysed from the
relevant secondary resources. The literature necessitated for this chapter is comprised
of a catalogue of comprehensive headings which will subsequently answer the
predominant aim of this study.

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Chapter 2.0: Literature Review
2.1: Introduction
The forthcoming chapter is a review of the literature the author compiled from the
relevant resources which broadly examine the concept of “the economic impact of sport
in Limerick”. The following secondary research will subsequently answer the
predominant aim of this study which is to discover; “the economic impact of sport in
Limerick?
The author intends to scrutinize the following fundamental elements throughout the
forthcoming review:
o Sport Defined
o Defining the Economy and Economic Growth
o Irish Government Investment in Sport
o Employment Levels in the Irish Sports Industry
o Economic Impact of Sport in the North of Ireland
o Economic Impact of Irish Sports Events Nationwide 2012
o Economic impact of the 2009 Heineken Cup Quarter Final in Thomond Park,
Limerick, between Munster Rugby and The Ospreys
o Economic Impact of the Great Limerick Run
The above headings have been selected to explore this topic as they each contribute to
the scope of the study while providing the reader with an in-depth contextual
background on the economic impact of sport while specifically examining the economic
impact of sport in Limerick.

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2.2: Defining Sport
In accordance to Gratton et al (08/2000) throughout time, authors who have examined
the true meaning sport have always had difficulty when defining the subject. However,
Oxford Dictionaries define sport as “an activity involving physical exertion and skill in
which an individual or team competes against another or others for entertainment”.
(Oxford Dictionaries 2013). The Federation of Irish Sport further eludes that sport
consists of various attributes which include competition, performance, activity,
recreation, friendship, fun, drama, and passion. Although sport is primarily viewed as
being located somewhere in the above categories, the sporting industry should not be
taken for granted as it is also an intensive business which substantially impacts our
economy. (Federation of Irish Sport; Pre Budget Submission on Behalf of Irish Sport
2013).
2.3: Defining the Economy and Economic Growth
Cambridge English Dictionaries (2013) define the economy as being “the system of
trade and industry by which the wealth of a country is made and used”.
The Encyclopedia Britannica (2012) defines economic growth as being “the process by
which a nation’s wealth increases over time. Although the term is often used in
discussions of short-term economic performance, in the context of economic theory it
generally refers to an increase in wealth over an extended period. Growth can best be
described as a process of transformation. Whether one examines an economy that is
already modern and industrialized or an economy at an earlier stage of development,
one finds that the process of growth is uneven and unbalanced”.
Throughout the 1990’s Ireland’s booming economy was viewed as a shining example
by the rest of the world due to the economic growth rising at an unprecedented rate.
However, slowed down between the 00’s and when the world’s economy went into a
full-scale financial crisis in 2008, the Irish economy was more vulnerable than most and
arguably effected the worst. The demise of the Irish economy has been truly
remarkable with the country still in a continuous financial struggle. (Kennelly and
Thornton et al., 2012, p. 1215)

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2.4: Irish Government Investment in Sport
On numerous levels government investment contributes substantially in supporting and
sustaining the wider economic benefits of sport. The Irish government frequently
generates a significant return on investment and expenditure arising from sport related
activity. For every €100 of government expenditure in sport it returns approximately
€149 in the form of taxes and various other sports related income. (Indecon
International Economic Consultants, 2010). The Federation of Irish Sport (2012)
clarified that in 2012 the current party in Government i.e. Fine Gael and Labour have
invested approximately €80 million directly into Irish Sport which has contributed to
somewhere in the region of €2.4 billion to the national economy. However, in
accordance to the Irish Times (2013) the future does not look so bright for Irish sports.
The article exclaims that the Federation of Irish Sport (2013) have labelled an estimated
€3.1 million planned decrease in sports funding for 2014 as “grim” following a 25
percent reduction over the last five years. In response, the CEO of the Irish Federation
of Sport Sarah O’ Connor (2012) was quoted as saying “Sport is still seen a very sound
investment in most other countries, and what makes it all so frustrating is that Irish sport
has worked very, very hard to get up to the level of other countries in recent years, only
to have that cut back.” (IrishTimes, 2013). In accordance to the Federation of Irish
Sports (2013) the Irish government should adapt a similar policy to European
counterparts Finland who have implemented guidelines to the Finnish sports authorities
vowing that “making cuts to sport services in the current challenging municipal
economy will rebound – the bill for increased inactivity will fall due, with interest,
some years later.” A related policy has also been introduced by the Lithuanian
Presidency of the EU prioritising sport affirming that it “intends to put forward
proposals for adoption relating to sport as an impetus for economic growth and
employment”.

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2.5: Employment Levels in the Irish Sports Industry
Sport is generally treated as a hobby or a leisure time activity which may be
characterized under the following range of elements; fun, friendship, performance and
passion. However, in recent years a trend has emerged where sport has become as
equally as important as a source of income. (Chadwick and Arthur, 2008). Sport and
sport related activities have become a fundamental intensive business nationwide with
2% of Ireland’s workforce currently employed in a sport-related area, amounting to an
estimated 40,000 jobs throughout the country. Sports employment in areas such as the
National Governing Bodies (NGB’s) is also growing with a prime example being the
Gaelic Athletic Association (GAA). Currently, the GAA employ three hundred and
thirteen (313) people in their Games Development Department in comparison to 1991
where the exact same department had a workforce of twenty (20), an increase in
employment of 97%. In addition, the voluntary sector in the sports industry is
continuing to increase encouragingly employing 8,826 volunteers across the country.
(Federation of Irish Sport; Pre Budget Submission on Behalf of Irish Sport 2013).

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2.6: Economic Importance of Sport in the North of Ireland
In accordance to the most recent report (2008) regarding the economic importance of
sport in the north of Ireland carried out by the Sport Industry Research Centre at
Sheffield Hallam University on behalf of Sport Northern Ireland, the Ulster province
had not yet been significantly impacted by the global recession which was affecting the
rest of the country, largely due to sport related activity in the region. In fact, the report
states that sport related activity adds an estimated £638.6m to the North’s booming
economy which was an increase of £116.6m from the previous report in 2004. The
detailed report illustrates that there are 17,900 people employed in sport and sport
associated industries across the commercial, voluntary and public sectors. The
aforementioned 17,900 citizens employed in the North’s sports industry accounts for
2.3% of all employment in the region representing a 12% increase in sports related
employment since 2004.
Figure 2.6.1 – Sport Related Employment in the North of Ireland
Figure 2.6.1 – Sport Related Employment in the North of Ireland, 2008
In addition, the value of sport-related consumer expenditure in the North of Ireland was
£688 million in 2008, showing an increase of 54% since 2004. Based on family
expenditure, sport clothing and footwear accounted for £175 million or 25% of the
market in 2008 while participation subscriptions and fees accounted for £144 million or
21% of the market. Sport gambling accounted for £130 million and TV rental, cable
and satellite subscriptions reached £71 million. Weekly household expenditure on
participant sports in the North of Ireland increased from £2.6 in 2004 to £4 in 2008,
demonstrating an increase of 56%.
(Sheffield Hallam University; Economic Importance of Sport in Northern Ireland 2008).
70%
12%
18%
Sport Related Employment in the North of
Ireland, 2008
Comercial Sector
Voluntary Sector
Public Sector

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2.7 Economic Impact of Irish Sports Events Nationwide 2012
O’ Connor (2012) exclaimed “Irish Sport is about much more than just the sport itself.
Sport delivers a rich dividend for Ireland in terms of its impact on our economy, on our
health, our self-image, our reputation abroad, tourism and our community spirit at
home”.
Minister Varadkar (2013) elucidated further that sport has the power to lift an
individual’s spirit in a way that no other sector can while making a significant
contribution to the country’s economy.
The following is an assessment of various sporting events which significantly impacted
the economy in 2012 as outlined in the Federation of Irish Sports Annual Review
(2012):
American Football game between U.S. Navy and Notre Dame: This historical occasion
held in the Aviva Stadium Dublin attracted the largest number of Americans to ever
travel to a sporting fixture outside of the U.S. Figures indicate that the event was worth
in excess of €100 million to the economy.
Golf Breaks: Approximately 155,000 tourists played golf whilst on vacation in Ireland,
with the total expenditure amounting to an estimated €204 million directly attributing to
the creation of 7,300 jobs nationwide.
Volvo Ocean Race: The world’s most prestigious offshore race festival was held in the
Race Village and the Global Village Galway, offering top-class entertainment to visitors
from all over the world. The racing festival had an economic impact of €100 million
which was instrumental for driving revenue in the Irish economy.
Dragon Gold Cup Sailing Championships: €171,000 was spent by competitors who
competed in the prolific sailing tournament held off the shores of Kinsale, Co. Cork.
GIFT series of American football games: Twelve high school and college American
football teams travelled from the U.S and Canada to Dublin and Navan Co. Meath to
play a series of games in Donnybrook Stadium, Parnell Park and Pairc Tailteann. An
estimated 2,500 visitors attended the series of games which created €4.5 million for the
Irish economy.
The European Handball Challenge Trophy: The prestigious tournament for both male
and females is hosted in a different European city each year. In 2012, Limerick was the
host city which facilitated in generating €250,000 for the local economy.

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Tour de Burren: The popular cycle contributed €250,000 to the Clare economy
attracting in the region of 2,000 participants.
2.8: Economic Impact of the 2009 Heineken Cup Quarter Final in Thomond Park,
Limerick, between Munster Rugby and The Ospreys
According to the Munster Rugby Official Website (2013) a research study was carried
out by BDO Simpson Xavier, commissioned by Munster Rugby which revealed that in
April 2009 Munster’s Heineken Cup quarter final match versus The Ospreys in
Thomond Park generated an estimated €10.5 million for Limerick City. The study
further illustrated that the direct expenditure from both sets of supporters on the
weekend of the match was an estimated €4.2 million. In accordance to BDO Simpson
Xavier (2009), “The fixture resulted in 280 part-time jobs created over the weekend
across local hospitality, food, beverage and retail sectors”. The economic impact study
(2009) also confirmed that the average spend per visiting supporter was €527 with 68%
of that expenditure going on food and beverages in the Limerick city region. The report
further elaborated that visiting supporters from the Welsh region stayed an average of
two nights, while one in four Ospreys supporters stayed three nights or more which
resulted in the remaining 27% of the expenditure going on local accommodation over
that specific weekend.
2.9: Economic Impact of the Great Limerick Run
The Barringtons Hospital Great Limerick Run is an annual event held in the heart of
Limerick encouraging individuals to compete whilst trying to achieve their
personal goals. The popular run consists of three separate races which attract the
younger members of society, senior citizens, competitive athletes as well as occasional
runners and walkers. (Great Limerick Run Website, 2012)
On behalf of the Limerick City council Focus Consulting conducted an independent
review of the 2012 Great Limerick Run which took part on Sunday the 6th
of May, the
third year of the annual event. Following the post event assessment Focus Consulting
presented the subsequent economic key findings:
 8,501 people from over twenty-three countries participated in the run, with each
of the thirty-two counties being represented.
 The Run attracted approximately 25,000 supporters who lined the route, creating
in the region of 2,284 bed nights for local accommodations.

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 Participants living outside of the region stayed in Limerick for an average of two
nights during the weekend of the run with the average expenditure for visiting
competitors being approximately €212.
 €698,000 of social capital was generated by the number of volunteer hours
which were essential in making the run a success.
 The direct calculated expenditure in the weekend of the run totalled
approximately €1.6 million which generated a total economic impact of €2.4
million for Limerick and its surrounding areas.
 Focus Consultancy forecasts that by 2015 the Great Limerick Run can have an
economic impact of €4.5 million escalating to €5.36 million in 2017.(Focus
Consulting, 2012)
2.10 Conclusion
This literature review has successfully highlighted that the sporting industry which is
compiled of sport, related events and activities significantly impacts both the national
and local economy. However, as outlined the future looks to be uncertain for the sports
industry due to an imminent €3.1 million decrease in sports funding for 2014 following
a 25% reduction in funding over the last five years. Although previous reports have
been carried out in relation to the economic impact of sport in certain areas, throughout
this review the author has encompassed the main up-to-date features of the topic while
closely examining the situation in Limerick. This comprehensive research document
will merge the research and data collected from numerous sporting disciplines in order
to enhance one’s intellectual understanding of sport’s economic relationship with a
specific region.
The following chapter in this paper focuses on the methodology approach which was
utilised by the author while, firstly conducting secondary research and subsequently
carrying out primary and research. According to (Clough et.al 2002) a research
methodology “shows how research questions are articulated with questions asked in the
field. Its effect is a claim about significance…’

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Research
Methodology

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Chapter 3.0 Research Methodology
3.1 Introduction
The following chapter is a critical aspect of the research process as it scrutinises the
methods carried out to determine the predominant aim of this study which is to
discover; does sport influence economic growth in Limerick? Research can broadly be
described as a search for knowledge or a voyage of discovery, however, Oxford English
Dictionaries define the topic as being “the systematic investigation into and study of
materials and sources in order to establish facts and reach new conclusions” (Oxford
Dictionaries 2014). Furthermore, (Sharp et al, 2002) outlines the four subsequent
common purposes of research:
a) “to review existing knowledge;
b) to describe some situation or problem;
c) the construction of something useful;
d) explanation”.
In accordance to Phillips et al (1987), “the position of a researcher is not that of one
who knows the right answers but of one who is struggling to find out what the right
questions may be”. Therefore, it is crucial for the author to be open minded and
adaptable to change throughout the research process. This chapter will present a
detailed overview of the theory behind the methods used for the investigation into the
research data while gathering the adequate research material which will strengthen and
support the research topic.
As previously outlined in the initial research proposal, the methodology required in
order to successfully complete this study is divided into two distinctive categories; 1)
secondary (quantitative research) and 2) primary (qualitative research), which must be
combined in order to effectively answer each research objective. The exploration of
secondary information must come first in this process as this information is second hand
and has already been passed through numerous channels. The author will subsequently
obtain relevant statistics and figures from the appropriate organisations to aid the
quantitative research process. The author will then accumulate the necessary primary
research which will be collected first hand from the relevant sources while subsequently
discussing the research limitations which occurred throughout.

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3.2 Secondary Research
The use of secondary research proved to be indispensable throughout this process as it
assisted the author in obtaining the necessary data required to answer the research
question. Throughout time, the research of secondary data has acquired many
definitions, most of which being similar and interlinking. However, secondary research
can be merely defined as an extraction of knowledge from existing resources which has
been collected by others and is readily available to strengthen a research topic. (Smith,
2008/09)
“Secondary research is the kind we do most often. It is research that comes
from secondary sources such as books, published reports, newspapers and journal
articles, statistics data bases and internet sites.” (Longenecker et al, 2010).
Following a thorough study and inspection of various research sources, the author
examined several books, journals and newspaper articles in conjunction with using the
World Wide Web in order to obtain the necessary secondary data required to complete
this dissertation. CSO.ie was used to attain the relevant and most up-to-date census
figures regarding Limerick’s residential figures. The Federation of Irish Sport’s pre
budget submission on behalf of Irish sport 2013 was utilized to ascertain employment
figures in the Irish sports industry as well as governmental attitudes and success stories
in the aforementioned industry. The Federation of Irish Sports Annual Review (2012
was also studied by the author which assessed the various sporting events which
significantly impacted the economy nationwide in 2012. The author used the Irish
Times website (www.irishtimes.ie) to investigate articles regarding a planned reduction
in sports funding for 2014. Sport Northern Ireland’s most recent report underlining the
economic importance of sport in the north of Ireland was severely scrutinized to gain a
wider perspective of how sport can economically impact a region. The Great Limerick
Run website (www.greatlimerickrun.com) provided an independent review of the 2012
Great Limerick Run by Focus Consulting which outlined the economic key findings of
the event.
A concluding report discovered by the author was an additional economic impact study
composed by BDO Simpson Xavier (2009) on behalf of Munster Rugby which outlined
the economic impact of the Heineken Cup quarter-final between Munster and The
Ospreys for Limerick.

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The data collected was subsequently analysed and presented in the literature review
chapter to reinforce the authors understanding on the research topic - the impact of sport
in Limerick.
3.3 Primary Research
Primary research is commonly the second area of research to be conducted in the
research process consisting of direct information which has been collected by the author
for a specific task i.e. to provide support for a research topic. Collins (2010) portrays
primary data collection as being the process by which researchers collect data by their
own accord using techniques such as interviews and surveys. The primary research
stage in conducting an effective methodology is essential as it provides the author with
information that can only be obtained directly though readily available resources.
It is imperative to note that primary research must generally be undertaken after the
author has gained an insight into the topic by reviewing some form of secondary
research.
“Primary Research is ‘subjective’ in nature. It emphasizes meanings,
experiences, descriptions and so on. The information gathered is in qualitative
research can be classified under two categories of research, namely, exploratory and
attitudinal” (Naoum 2001).
In order to gain a greater understanding regarding the topic of the economic impact of
sport in Limerick, primary research was conducted by the author through the use of
questionnaires.

16 | P a g e
3.3.1 Questionnaires
When trying to obtain data about a specific topic to satisfy a research question, Robson
(2011) explains that questionnaires are most effective with a precise list of standardised
questions that will be interpreted in a universal way by respondents. Thus, the
questionnaires were compiled by the author in a way which each respondent may find
easy to understand, using distinct and precise words which conveyed consistency to the
interpreter.
Upon completing a pilot study, the author distributed a large quantity of questionnaires
amongst a sample population in Limerick city in order to attain the necessary data
regarding the county’s perception of sport, sporting activities and their impact on the
economy.
3.3.2 Advantages of Questionnaires
Through the distribution of questionnaires, a sizable amount of information was
collected by the author in a short period of time. The questionnaires were inexpensive
to construct which gave the author a distinct economic advantage while the data
collected was easily quantified in relatively little time. The necessary software required
to convert the analysis results and subsequently display them into distinct stats and
graphs was readily available to the author through the use of Microsoft excel. The
respondents were collectively given the option of staying anonymous while obliging the
author throughout this process which allowed each question to be answered with
complete honesty negating the possibility of personal information being published and
linked back to the respondent.

17 | P a g e
3.3.3 Disadvantages of Questionnaires
The author was largely dependent on the goodwill and availability of the respondents to
ensure the questionnaire was completed both efficiently and effectively. Each
respondent took the time out of their own busy, personal schedule in order to complete
this nonobligatory piece of research.
As previously mentioned, each respondent remained anonymous throughout the
questionnaire process which undoubtedly is an advantage for the sample population.
However, in this situation the author struggled with the credibility and accuracy of a
minority of the respondents answering due to the anonymous nature of the
questionnaire. Some respondents had difficulty in understanding a particular line of
questioning which led to the misinterpretation and inaccuracy of answering that the
author had to later justify and resurrect.

18 | P a g e
3.3.4: Pilot Questionnaire for Limerick Citizens
A pilot study of the proposed questionnaire for citizens who reside in Limerick City was
carried out on the 14th
of January 2014 (Appendix A). The participants for this pilot
study were composed of ten (10) classmates and ten (10) work colleagues of the author
who all reside in the Limerick area. The author informed each participant that this was
a pilot study while also stating he would be grateful if the participants would scrutinise
the questionnaire meticulously and relay any propositions back regarding the wording,
layout, clarity and professionalism of each question. Seventeen (17) out of the twenty
(20) participants who completed the pilot questionnaire left comments on, the layout,
length, wording and professionalism of the overall paper. The author noted each
hindrance that occurred and proceeded to modify certain aspects of the pilot
questionnaire to make it more applicable for each correspondent. A second pilot study
was conducted on the 17th
of January 2014 with the amended pilot questionnaire being
completed by an additional ten (10) of the author’s classmates who had not participated
in the initial study. The author went through the same process again by explaining the
pilot questionnaire to each correspondent, again asking each participant to scrutinise the
questionnaire as honestly as possible. The second group responded positively to each
question on the subsequent pilot questionnaire, outfling out no flaws and the author
proceeded to distribute accordingly. (Appendix B)
3.3.5 Questionnaire for Limerick Residents
The author’s aim of this questionnaire is to investigate the perception of local residents
regarding the economic impact of sport in Limerick. (Appendix B). The author chose
eight (8) clear and concise questions which made the process of answering quite easy
for each participant while the level of answering remained at a high standard. The
correspondents who were chosen to partake in this questionnaire to aid the author’s
research and development were chosen at random on a busy Limerick City street on
Wednesday the 29th of January 2014. The participants represented a cross-section of
the whole population being studied. The sample size chosen to complete this
questionnaire included one hundred (100) non-sports bias Limerick residents from both
the city and county. According to the most recent CSO Census (2011) figures that
suggest the population of Limerick City and County is a combined 191,809 persons,
which is the population for this survey. Therefore, the sample represents 0. 052% of
Limerick’s entire population.

19 | P a g e
The questionnaire was conducted at one point in time or cross-sectional. Punch states
“that cross- sectional surveys are a more common method, especially for the graduate
student”. (Punch, 2003). The author decided on a probability approach as the author
had sufficient information regarding the population; it was easy to access the selected
sample. The questionnaires were issued to each participant by the author, the author
then waited while the participant self-administered the questionnaire.
3.4 Limitations to Research
The author was faced with a limited budget to complete this dissertation, however,
printing and travel costs exceeded the forecasted budget due to geographical constraints.
The main limitation throughout was conducting an effective primary research in the
time constraints set out. The preparation and implementation of research methods such
as questionnaires were largely dependent on the respondent as the author had to contest
with their busy private lives, work schedules and subsequent goodwill. The author felt
that having a political input would be hugely beneficial as the research topic involved
government expenditure. However, trying to get a “voice” from the current party in
government who was willing to contribute or go on record proved to be problematic due
to previous rebellious exploits from party members.
The author was also hoping to interview a key informant from the sports industry but
each employee would not have been available until after the final submission date.
This research document had a maximum word count of ten thousand (10,000) words
which the author could not exceed. This resulted in the author having to omit a great
deal of information which may have been beneficial to the overall dissertation.
3.5 Conclusion
This chapter has illustrated to the reader how the process of data collection took place
upon investigating the research topic. The author distinctly outlined how primary and
secondary data was collected and the particular methods used for both forms of research
so others could replicate the process if desired at a later time. In the next chapter the
author will provide a comprehensive breakdown and analysis of the data gathered in this
section.

21 | P a g e
Chapter 4.0: Data Analysis
4.1 Introduction
The previous chapter identified and subsequently examined the methodology which was
applied in order to answer each outstanding research objective for this dissertation. The
forthcoming section of this dissertation highlights the data analysis results obtained
from the distribution of questionnaires which was to investigate the perception of local
residents regarding the economic impact of sport in Limerick. A detailed discussion
will follow each result which explains how each question subsequently linked back to
the research objectives.
4.2 Questionnaire Results
In order to gain a non-bias reaction, this questionnaire was completed by one hundred
(100) random people in Limerick City Centre on Wednesday the 29th
of January 2014.
Figure 4.2.1 - Participants Interest Levels in Sport
Figure 4.2.1 – Have you an Interest in Sport?
Figure 4.2.1 presents the results the participants provided when asked about their
interest levels in sport. The reason the author felt this question was appropriate to begin
the questionnaire was to ease the correspondents into the process while establishing a
connection with each participant and gaining a brief background on the title of the
study.
Analysis shows in the above chart that eighty-eight (88) out of the one hundred (100)
correspondents who participated in this questionnaire were interested in sports while the
remaining twelve (12) participants declared having no interest in sports.
88%
12%
Have you an Interest in Sport?
YES
NO

22 | P a g e
Figure 4.2.2 - Participants Expenditure in Sport
Figure 4.2.2 – Have you ever directly/indirectly invested in sport, related activities or events?
Figure 4.2.2 displays whether or not the correspondents have ever directly or indirectly
invested in sport, related activities or evens. The author chose to include this question as
it needed to be established if consumer investment in this particular area existed before
moving on. This question allowed the author to relate the findings back to the
information gained in chapter two.
It is clear that out of the one hundred (100) participants who completed the
questionnaire, a majority of ninety-six (96) people admitted to investing in sport while
only four (4) respondents denied ever contributing to the industry in any form.
Yes No
Have you directly/indirectly
invested in sport, related
activities or events?
96 4
0
20
40
60
80
100
120Respondents
Have you ever directly/indirectly invested in
sport, related activities or events?

23 | P a g e
Figure 4.2.3 - Sport, Mediocre Cost or a Worthwhile Investment
Figure 4.2.3 –In your opinion, do you believe sport is a mediocre cost or a worthwhile investment?
Figure 4.2.3 indicates the participations perception on whether they believe sport is a
mediocre cost or a worthwhile investment. This information can be contrasted against
the information gathered in chapter two where the author has investigated the Irish
government’s investment in the sports industry.
As is evident from the above bar chart, thirty (30) out of the one-hundred (100)
participants that complied were of the opinion that sports investment is a mediocre cost
while the remaining seventy (70) participants felt that the investment is necessary.
30
70
0
10
20
30
40
50
60
70
80
MEDIOCRE COST WORTHWHILE INVESTMENT
In your opinion, do you believe sport is a mediocre cost
or a worthwhile investment?
Mediocre Cost
Worthwhile Investment

24 | P a g e
Figure 4.2.4 - Reduction in Sports Investment
Figure 4.2.4 –Do you support with the planned reduction in core sports funding for 2014?
Figure 4.2.4 shows the public support (lack of) levels for the planned reduction in core
sports funding for 2014 indicating whether the participants believe the reduction is
necessary or not. The author can also compare the relevant findings to chapter two
where an investigation into the Irish government’s investment in the sports industry
took place.
Research has shown that sixty-seven (67) out of the one-hundred (100) participants who
took part do not support nor agree with the imminent reduction in core sports funding
while the remaining thirty-three (33) participants support the planned reductions.
0 10 20 30 40 50 60 70
NO. OF PARTICIPANTS
It has been outlined that there will be an estimated €3.1
million reduction in core sports funding for 2014. Do
you believe this reduction is necessary given the current
economic climate?
NO YES

25 | P a g e
Figure 4.2.5 – Satisfaction Levels of the Current Investment in the Sports Sector
Figure 4.2.5 – Are you currently satisfied with the level of current investment from the government with
regards to the sports sector?
Figure 4.2.5 illustrates the participant’s current levels of satisfaction in regard to the
level of current investment from the government in the sports sector. The author felt it
was necessary to establish the participant’s level of satisfaction in order to compare
them with how the government perceives themselves in chapter two.
Through an analysis of the findings it became clear that out of the one-hundred (100)
participants who took part eleven (11) were very satisfied while twenty-two were fairly
satisfied with the level of investment. Thirty (30) participants were not satisfied while
twenty (20) were very dissatisfied. Seventeen (17) participants were neither satisfied
nor dissatisfied.
Overall, are you currently satisfied with the
level of current investment from the
government with regards to the sports
sector?
Very Satisfied
Fairly Satisfied
Neither Satisfied or Dissatisfied
Not Satisfied
Very Dissatisfied

26 | P a g e
Figure 4.2.6 – National Employment Statistics and their Reflection on the Current
Employment Situation in Limerick
Figure 4.2.6 – Do you believe the national employment statistic of 40,532 jobs in the sports sector reflects
the current situation in Limerick?
Figure 4.2.6 expresses the surveyed audience’s attitude towards the sport industries
employment statistics released in 2013 and their relevance to the current employment
statistics in Limerick. The author decided to include this question to generate an
understanding on what the participants believed regarding this topic. The author can
subsequently link the findings with the employment levels in the Irish sports industry as
discussed in chapter two.
As is evident from the above bar chart twenty-seven (27) out of the one-hundred (100)
participants who took part agree that the statistic reflects the current situation in
Limerick while the remaining seventy-three (73) participants do not agree.
0
20
40
60
80
NO. OF PARTICIPANTS
Statistics in 2013 show that sport has contributed to
40,532 jobs nationwide. Do you belive this statistic
reflects the current situation in Limerick?
YES NO

27 | P a g e
Figure 4.2.7 – Sports Economic Impact on Limerick
Figure 4.2.7 – Do you think sport has economically impacted Limerick?
Figure 4.2.7 confirms Limerick resident’s perception on whether they believe sport has
economically impacted the city. This question allows the author to assess if the findings
in chapter two are accurate regarding the economic impact of a Munster Rugby match
and the Great Limerick Run.
The above chart reveals that out of the one-hundred (100) participants who complied
nine (9) rated the impact as three (3) on the scale, thirteen (13) rated four (4), twenty-
three (23) rated five (5), fifteen (15) rated six (6), eighteen (18) rated seven (7) while
twenty-two rated (22) rated the economic impact to the citizens of Limerick City as
eight (8) on the scale.
9
13
23
15
18
22
0 5 10 15 20 25
NO. OF PARTICIPANTS
Please rate on the following scale if you think sport has
economically impacted Limerick
(0 not at all, 10 strongly impacted)
8 7 6 5 4 3

28 | P a g e
Figure 4.2.8 – Sporting Positions in Limerick
Figure 4.2.8 – In a sporting capacity, are you currently engaged in any of the following positions in
Limerick?
Figure 4.2.8 displays the current positions each participant are currently engaged in
regards to the sports sector. This question illustrates to the author does the economic
benefits of sport in Limerick reflect the fulfilment of positions which are currently
available. The author could subsequently relate the information back to the data
obtained in chapter two, where employment levels and the economic impact of sport in
Limerick were discussed.
Analysis shows that an astonishing thirty-seven (37) out of the one-hundred (100)
participants surveyed are currently engaged in a sporting voluntary part-time position
while twenty-two (22) are in a voluntary full-time position, eighteen (18) are in a part-
time paid position and fourteen (14) are in a full-time paid position. As little as nine (9)
out of the one-hundred (100) participants surveyed are not engaged in any sporting role
in Limerick.
37%
22%
18%
14%
9%
In a sporting capacity, are you currently engaged in any of
the following positions in Limerick?
Voluntary Part-Time
Voluntary Full-Time
Part-Time Paid
Full-Time Paid
None of the Above

29 | P a g e
4.2 Discussion
The purpose of the literature reviewed in conjunction with the collection of the data
analysed in the methodology chapter which was previously discussed was used to assist
the author in answering the principal objectives of the study.
The author’s first objective was to scrutinise governmental investment in sport and sport
related activities in Ireland while exploring Limerick citizen’s perception on such
investments. As discussed in the literature review, government expenditure
significantly contributed to the economic benefits of sport in Ireland in 2012 due to an
€80 million direct investment into Irish Sport which generated approximately €2.4
billion for the national economy. However, a planned reduction of €3.1 million in
governmental expenditure and funding for the sports industry is imminent as of 2014.
In the questionnaire distributed to Limerick citizens, question no.3 (figure 4.2.3)
established that seventy correspondents believed that such governmental investments in
the sports industry benefit the national economy. Question no.5 (figure 4.2.5) conveyed
that eleven participants were very satisfied with the level of sports related investment
from the government while twenty-two were fairly satisfied with the level of
investment. Thirty participants were not satisfied while twenty were very dissatisfied
with the level of investment. The remaining seventeen participants were neither
satisfied nor dissatisfied with the level of sports investment from the government.
Question no.4 (figure 4.2.4) suggests that sixty-seven of the correspondents who
obliged do not agree with the imminent €3.1 million reduction in core sports funding for
2014, categorizing the reduction as ‘unnecessary’ regardless of the current economic
climate.
The second objective was to examine the employment levels across numerous sectors in
the Irish sports industry. In the literature review evidence arose which suggested that
sport and sport related activities have become an intensive business nationwide with 2%
of Ireland’s workforce employed in a sport-related area, amounting to an estimated
40,000 jobs throughout the country. In the North, there are currently 17,900 citizens
employed in sport and sport associated industries which accounts for 2.3% of the total
employment in the region. In specific areas in the industry areas such as the National
Governing Bodies employment levels are at an all-time high with a prime example
being the Gaelic Athletic Association who employ three-hundred and thirteen people in

30 | P a g e
their Games Development Department. It is also encouraging to note the author
discovered at present, there are 8,826 volunteers employed in the sports industry
nationwide. In regard to the questionnaire dispensed to the local population, question
no.6 (4.2.6) demonstrates that seventy-three percent of the respondents who completed
the survey do not believe that the statistics published in 2013 which state that sport has
contributed to 40,532 jobs nationwide reflect the current situation in Limerick. In
addition, question no.8 (4.2.8) outlines the current sporting roles (if any) the sample
population are currently engaged in. Thirty-seven participants are currently engaged in a
voluntary part-time position while twenty-two are in a voluntary full-time position,
eighteen are in a part-time paid position and fourteen are in a full-time paid position.
As few as nine respondents are not engaged in any sporting position in Limerick.
Finally, the third objective of this dissertation was the foundation for the majority of the
author’s research which was to probe the economic impact of sport related events and
activities nationwide before concentrating the research on Limerick. It has been made
evidently clear in the literature review that sport significantly impacts the Irish economy
by delivering a substantial dividend for the country. The Federation of Irish Sports
Annual Review (2012) outlined a sample of sport related events which impacted the
economy in 2012. A combination of the nine events which were previously exhibited by
the author contributed somewhere in the region of €408 million to the national economy
in the named year. Furthermore, an economic impact study complied by BDO Simpson
Xavier, authorised by Munster Rugby revealed that Munster’s Heineken Cup quarter
final match in April 2009 versus The Ospreys in Thomond Park Stadium generated an
estimated €10.5 million for the Limerick region with expenditure from both sets of
supporters amounting to €4.2 million. The study also confirmed that the average
expenditure per visiting supporter from Wales was in the region of €527 which
subsequently contributed to the creation of 280 jobs over that specific weekend. An
additional independent report conducted by Focus Consulting on behalf of the Limerick
City council was discovered by the author regarding the 2012 Barringtons Great
Limerick Run. Upon analysing the report in tremendous detail, it became apparent that
Focus Consultants arrived at the conclusion that the run/event was of immense
economic importance to Limerick. The report clarified that the direct spend during the
weekend of the run/event reached €1.6 million, generating a total economic impact of
€2.4 million for Limerick City and County. It is forecasted that by 2015 the Great
Limerick Run will have an economic impact of €4.5 million rising to €5.36 million in

31 | P a g e
2017. (Focus Consulting, 2012). The questionnaire which was effectively completed by
a sample population of Limerick’s citizen’s contributed further to this final research
objective. Question no. 2 (figure 4.2.2) disclosed that out of the one-hundred
respondents who accommodated the author, a majority of ninety-six people admitted to
either directly or indirectly investing in the sports industry whether it of been in the
actual sport itself, a related activity or an event. In addition, question no. 7 (figure
4.2.7) published the participant’s perception on whether they believe sport has
economically impacted Limerick by using a weighting scale, zero indicating no impact
while ten indicates a high economic impact. Nine residents rated the economic impact
as three on the scale, thirteen rated the impact as four, twenty-three rated the impact as
being five on the scale (average), fifteen rated the impact as six, eighteen rated the
impact as seven while twenty-two rated the economic impact of sport in Limerick as
eight on the weighted scale.
4.3 Conclusion
This section of the dissertation has amalgamated the primary and secondary research
conducted in line with the author’s research objectives. Questionnaires were distributed
to a sample population of citizens residing in Limerick in order to gain an effective
primary insight to the aforementioned topic. The main findings upon conducting the
data analysis indicated that sport substantially impacts both the national and local
economy.
The final chapter of this paper will provide an overall conclusion in conjunction with
recommendations for the outlined topic based on the findings of the overall study.

32 | P a g e
Conclusion
&
Recommendations

33 | P a g e
Chapter 5.0 Conclusion and Recommendations
5.1 Introduction
In this chapter, the author will draw a conclusion from the numerous research methods
examined. The author will then proceed to outline a list of recommendations for the
related topic based on the research conducted throughout this dissertation.
5.2 Conclusion of Study
This research thesis has successfully assessed the economic impact of sport, with a
particular focus on the Limerick region. It has achieved this by exploring the
appropriate literature which was relevant to the research topic. The document has firstly
highlighted both suitable, yet contrasting definitions of sport and the economy
(economic growth) as well as a brief background into Ireland’s economic history to
provide the reader with a greater understanding of the specific detail entailed in the
research topic. The paper has identified governmental levels of investment in the sports
industry in conjunction with the dividend received from sports, related activities and
events nationwide. It has also examined employment levels in the sports industry
throughout the country across a vast range of sectors. The paper has investigated the
economic importance of sport in the North of Ireland while outlining a sample summary
of nationwide events which significantly impacted the Irish economy in 2012. The
dissertation then focused on two independent reports which firstly outlined, the
economic impact of the 2009 Heineken Cup quarter final in Thomond Park Stadium
while subsequently reviewing the economic impact of the 2012 Barringtons Great
limerick Run. There was also an exploration into the perception of the economic impact
of sport in the Limerick region. The data in this research study was gathered from key
informants who were local residents through the use of questionnaires. The data was
then analysed in terms of the literature while simultaneously forming comparisons and
contradictions within the findings.
Overall, the report has successfully established that sport significantly impacts
Limerick’s economy. There is evidence which suggests that sport can create, maintain
and preserve jobs as well as generating a sustainable income for the county.
From a local residential point of view, the majority of Limerick citizens are of the
opinion that sport is a worthwhile investment. (Figure 4.2.4). Furthermore, ninety-six

34 | P a g e
out of the one-hundred residents who contributed to this study admitted to investing in
sport either directly or indirectly. (Figure 4.2.3).
In essence, it must be stated that throughout the findings of this document the analysis
indicates that sport significantly impacts the Limerick’s local economy. Similar to most
regions who are dependent on their local sports team, Limerick is indebted to the
success of Munster Rugby who can potentially generate millions of euro for the local
economy on weekends of home matches. In truth, Munster Rugby have acted as a
catalyst for the economy by cementing Limerick as Ireland’s sporting capital. However,
there is a bigger effort required from the government to ensure that the current rate of
investment in the sports industry is not diminished or reduced in any shape or form, thus
abandoning the imminent reductions for 2014. It is imperative to maximise the work
already achieved through the utilisation of sport as a tool by activities and events such
as the increasingly popular Great Limerick Run. In turn, this will continue to boost
Limerick’s economy by creating and maintaining employment in the sports industry
while generating a sincere source of revenue, differentiating the county from other
suffering regions.

35 | P a g e
5.3 Recommendations
The final aim of this research document is to provide the reader with future
recommendations. Based on the information gathered and analysed from each
established objective, the author has offered the following precise list of
recommendations for the sports industry and for any future research which shall be
conducted.
This study has the potential to benefit both the sport’s industry and governmental
personnel as it provides an in-depth understanding of the economic impact of sport
which may have not been previously unearthed. The sports industry can therefore
utilise the economic benefits more efficiently while shinning a positive light on the
government, thus increasing awareness for both parties.
Additional extensive research needs to be conducted regarding the economic impact of
sport in Limerick. The research should not only examine areas such as revenue and
employment, it should also investigate the various other diverse range of attributes
which contribute to economic growth in the sports industry. It would be beneficial for
this research to be conducted post 2012, to ensure the impacts are up-to-date and are
still of relevance to the specific study.
It is imperative that the government work in sync with the various sport’s associations
in Ireland to ensure that governmental funding remains consistent even in times of
economic difficulty. As outlined in the literature review, for every €100 of government
expenditure in sport it returns approximately €149 in the form of taxes and various other
sports related income. However, the current government are arguably not fulfilling their
true potential and have subsequently planned a reduction in sports funding for 2014.
Any such strategic decrease in funding should be immediately abandoned or it could
prove to be detrimental to the sports industry in the long term, as well as being a
travesty for our proud sporting county and nation.
Agencies such as Fáilte Ireland, Limerick Communications Office, Limerick Tourist
Office, should utilise Limerick’s sporting image as a platform in an innovative way to
gain promotion through a collective marketing initiative which shall encompass all
sporting disciplines in the city. Thus, encouraging the government to continue and
possibly increase their investment in the sports industry

36 | P a g e
The economic impact studies which have been conducted in Limerick regarding the
sports industry are fragmented as each study encompasses only one sporting discipline.
For future reference, such studies should be of a broader scope and incorporate several
sporting discipline.
While analysing the literature available, it became clear that the previous research
conducted regarding sport and its potential to ‘boost’ an economy within an Irish
context is limited compared to our European counterparts. This could be addressed and
utilised to benefit a future study by means of a comparative study by which Ireland is
contrasted against another country within the European Union.
.
5.4 Conclusion
The Predominant aim of this research study was to investigate the economic impact of
sport in Limerick. Throughout this report the author has outlined: 1) An investigation
into governmental investment in the North and South of Ireland in sport and sport
related activities in conjunction with exploring Limerick citizen’s perception on such
investment. 2) An examination into employment levels across numerous sectors in the
Irish sports industry. 3) an exploration into the economic impact of sport related events
and activities nationwide before focusing on Limerick. The author has also justified
why the research methods were chosen and how these methods were used to gather both
the primary and secondary research.
Following a conclusion of this study, it has been established that sport significantly
impacts both the national and local economy i.e. Limerick. The author has completed
this dissertation by offering recommendations on the related topic based on the research
conducted throughout this dissertation.

38 | P a g e
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Gratton, Chris Taylor, Peter (08/2000). Economics of Sport and Recreation. London,
GBR: Spon Press. P 6
Indecon International Economic Consultants. (2010). Assessment of Economic Impact
of Sport in Ireland. Government Investment in Sport. (2). P 8
Kennelly, B., Thornton, R., Aronson, J. R. and Munley, V. G. 2012. The World
Economy. Whither the Irish Economy: Introduction and Overview, Department of
Economics, National University of Ireland Galway, Ireland and 2Department of
Economics, LeHigh University, Bethlehem, PA, USA (1), p. 1215.
Longnecker, J.G. Donlevy, L.B. Calvert, V.A.C Moore, C.W. Petty, J.W. and Palich,
L.E. (2010) “Small Business Management: Launching and Growing New Venture” 7th
ed. Toronto, Canada: Nelson Education Ltd. P125
Moser (2005). Doing your Research Project. 4th ed. Berkshire, England: Open
University Press. P157
Naoum, Dr S. G. (2001). Dissertation Research and Writing For Construction
Students. Oxford, England: Reed Educational and Professional Publishing. P 40, P57-
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O'Riordan,I. (2013). Budget cuts to sports funding criticised. Available:
http://www.irishtimes.com/news/ireland/irish-news/budget-cuts-to-sports-funding-
criticised-1.1561758. Last accessed 20th Nov 2013

40 | P a g e
Oxford Dictionaries. (2013). Definition of sport in English. Available:
http://oxforddictionaries.com/definition/english/sport. [Last accessed 14th Oct 2013]
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http://www.oxforddictionaries.com/definition/english/research..Phillips, E. and Pugh,
D. (1987) How to get a PhD: a handbook for students and their supervisors, 3rd Ed.
Buckingham: Open University Press. P 35
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Robson (2011). Research Methods For Business Students. 6th ed. Essex, England:
Pearson Education Limited. P 375
Saunders,M,Lewis,P,Thornhill,A (2012). Research Methods For Business Students.
6th ed. Essex, England: Pearson Education Limited. P 17, 375
Sharp, J.A et al (2002). The Management of a Student Research Project. 3rd ed.
Adlershot, England: Gower Publishing Limited. P14
Sheffield Hallam University, S. I. R. C. (. 2008. The Economic Importance of Sport
in Northern Ireland. [online] Available at:
http://www.sportni.net/NR/rdonlyres/A2647166-506E-4F79-A4B9-
FE8844C9DB42/0/EconomicImportance.pd [Accessed: 12 Mar 2014].
Smith, E (2008/09). Using Secondary Data in Educational and Social Research.
Berkshire, England: Open University Press. P1.
Varadkar,L. (Thursday 3rd October 2013). Sport worth €2.4bn to economy & supports
40,000 jobs, Varadkar tells Global Forum. Available:
http://www.merrionstreet.ie/index.php/2013/10/sport-worth-e2-4bn-to-economy-
supports-40000-jobs-varadkar-tells-global-forum/. [Last accessed 20th Nov 2013]

42 | P a g e
Bibliography
Connaway, L. and Powell, R. (2010) Basic Research Methods for Librarians. 5th
Ed.
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Fisher, C. (2007) Researching and writing a dissertation. 2nd
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Murray, R. (2006) How to write a thesis. 2nd
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Willis, J. (2006) Data Analysis and Presentation Skills. Sussex: John Wiley & Sons
LTD.

44 | P a g e
Appendix A – Pilot Questionnaire
Questionnaire
Questionnaire No:
Date:
1) Are you interested in Sports?
(Please tick appropriate box)
Yes No
2) Do you invest in sport, related activities or events?
Yes No
3) In your opinion, do you believe sport is a bad investment on the government’s
behalf?
Mediocre Cost Worthwhile Investment
4) It has been outlined that there will be an estimated €3.1 million reduction in core
sports funding for 2014. Do you believe this reduction is necessary given the
current economic climate? (Please tick appropriate box)
Yes No

45 | P a g e
5) Are you satisfied with the investment from the government in the sports sector?
(Please circle the appropriate answer)
6) Do you believe the latest sports employment statistic reflects the current
situation in Limerick? (Please tick appropriate box)
Yes No
7) Please rate on the following scale whether sport has impacted Limerick
0 1 2 3 4 5 6 7 8 9 10
8) In a sporting capacity, are you currently engaged in any of the following
positions in Limerick? (Tick where appropriate)
Voluntary
Part - Time
Full – Time
None of the Above
Very Satisfied
1
Fairly
Satisfied
2
Neither
Satisfied or
Dissatisfied
3
Not Satisfied
4
Very
Dissatisfied
5

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Appendix B – Sample Questionnaire
This Questionnaire has been constructed by a final year Business Studies with
Sports Management student in Limerick Institute of Technology to assist in their
data collection for a Final Year Project. The aim of this Questionnaire is to
investigate whether the citizens of Limerick City believe sport economically
impacts the city.
Questionnaire Number: ______
Date: ____
1) Have you an interest in Sport?
Yes No
2) Have you ever directly/indirectly invested in sport, related activities or events?
Yes No
3) In your opinion, do you believe sport is a mediocre cost or a worthwhile
investment?
Mediocre Cost Worthwhile Investment

47 | P a g e
4) It has been outlined that there will be an estimated €3.1 million reduction in core
sports funding for 2014. Do you believe this reduction is necessary given the
current economic climate?
Yes No
5) Overall, are you currently satisfied with the level of investment from the
government with regards to the sports sector?
(Please circle the appropriate answer)
6) Statistics in 2013 show that Sport has contributed to 40,532 jobs nationwide, do
you believe this statistic reflects the current situation in Limerick?
Yes No
7) Please rate on the following scale if you think sport has economically impacted
Limerick
(0 not at all, 10 strongly impacted)
1 1 2 3 4 5 6 7 8 9 10
Very Satisfied
1
Fairly
Satisfied
2
Neither
Satisfied or
Dissatisfied
3
Not Satisfied
4
Very
Dissatisfied
5

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8) In a sporting capacity, are you currently engaged in any of the following
positions in Limerick? (Tick where appropriate)
Types Tick
Voluntary Part-time
Voluntary Full-time
Part-time Paid
Full-time Paid
None of the Above
I would like to express my deepest gratitude to the correspondent for taking
the time to complete this questionnaire.

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Appendix C – Research Proposal
Final Year Project Research Proposal
Area of Study: “The Impact Sport has on the
Economy”
Author: Daniel Mc Mahon
Student Number: K00131546
College: Limerick Institute of Technology
Course: Business Studies with Sports Management - BA
(Honours) (Level 8)
Supervisor: Ms Elaine Barry
2nd
Marker: Mr Donnacha Mc Namara
Word Count: 1,500

50 | P a g e
Table of Contents
Content Page
Section 1 3
Introduction & Background 3
Aims & Objectives 4
Section 2 5
Literature Review 5
6
Section 3 7
Study Methodology (Design, Instruments,
Research Participants)
7
8
Study Methodology (Research Participants
& Resource Requirements)
9
10
References 11

51 | P a g e
Section 1)
Introduction
After numerous consultations liaising with my project supervisor the study I have
choose to investigate further in the forthcoming thesis document is “The Impact Sport
has on the Economy”. Picking a suitable study to investigate was not an easy process
as I had to ensure there would be sufficient information readily available to assist me
throughout my progression which resulted in an abundant of my initial ideas being
impracticable and unusable. However, I am more than content with the topic “The
Impact Sport has on the Economy” as this is an area that I have a genuine interest in as
well as being a topic which I feel is being overlooked by the current party in
government. I appreciate that the area of study I am going to embark on may seem
broad, although, I believe it is imperative to explore the wider issue before I localise my
research which will evidently be Limerick City.
Background
In accordance to Gratton et al (08/2000) throughout time, researchers who have
explored the study of sport have always had difficulty in defining the subject. However,
Oxford Dictionaries define sport as “an activity involving physical exertion and skill in
which an individual or team competes against another or others for entertainment”
(Oxford Dictionaries 2013). The Federation of Irish Sport further eludes that sport is
made up of a number of different elements which include activity, competition,
recreation, performance, friendship, fun, colour, drama, magic and passion. However,
the sporting industry should not be taking for granted as it is also a serious labour
intensive business which significantly impacts our economy. (Federation of Irish Sport;
Pre Budget Submission on Behalf of Irish Sport 2013) In 2012, the EU complied a
detailed study into the significant contribution sport has made in recent years to the
economic growth & employment in the countries which make up the Union. The EU’s
main finding with regard to the contribution sport has made to economic growth and
employment in Ireland is as follows:
Sport has contributed €2.4 billion to the Irish economy.
Sport has contributed to 40,532 jobs which, is 2.08% of Ireland’s total
workforce.
Sport also develops specific niche sectors of the economy which include areas
such as tourism, professional sport, betting and education.

52 | P a g e
(European Commission, Directorate-General Education and Culture; Study on the
Contribution of Sport to Economic Growth and Employment in the EU 2012)
Aims and Objectives
Aims
The purpose of this study is to carry out an investigation into the topic “The Impact
Sport has on the Economy”.
The predominant aim of this study is to discover; “Can sport act as a catalyst for
economic growth?
Objectives
The key research objectives which will be outlined subsequently will assist in providing
clear direction throughout the research process whilst continuously outlining the
significant purpose of this document.
The objectives are as follows:
To investigate the extent of which sport has contributed to the Irish economy.
To discover if people associate sport as being a genuine source of revenue for
the country.
To explore Irish citizen’s perception on whether they believe sport is a cost or a
worthwhile investment.

53 | P a g e
Section 2)
Literature Review
Entailed in my thesis will be a review of the literature I have compiled from the relevant
resources which have examined the concept of “the impact sport has on the economy”
and will subsequently answer the predominant aim of this study which is to discover;
“does sport act as a catalyst for economic growth?
I intend to focus on the following fundamental topics throughout the forthcoming
review:
 The amount of money the Irish government has invested in sport thus far in
2013.
 Analyse the significant level of employment within the sports industry in
Ireland.
 Review the research available on the impact sport makes to economic growth.
In recent years, there have been many articles written on the topic. However, most of
these articles are either bias or highly opinionated with no concrete evidence entailed.
Though, in 2012 the European Commission (Directorate-General Education and Culture)
compiled a study on the contribution sport makes to economic growth and employment
in the EU for that same year. I intend to use this piece of research profusely as it
contains a detailed synopsis of how important sport is to economic growth and
employment in Ireland. To a majority of people, sport is treated as a hobby or a leisure
time activity. However, in recent years a trend has emerged where sport is equally
important as a source of income. (Chadwick and Arthur, 2008)
The following is a preview of some of writers/researchers I intend to further scrutinize
who have previously researched this area of study:
o Mark O’Connell, Consulting Director with BDO Simpson Xavier: “A Munster
Heineken Cup match in Thomond Park can generate an estimated €10.5 million
for Limerick City”. (O’Connell,M 2012)

54 | P a g e
o Federation of Irish Sport: "Sport has contributed to 40,532 jobs which, is 2.08%
of Ireland’s total workforce” (Federation of Irish Sport; Pre Budget Submission
on Behalf of Irish Sport 2013)
o Focus Consulting: “The total direct expenditure generated by the Great Limerick
Run was €1.605 million which generated a total economic impact of €2.4
million for Limerick City and surrounding areas” (Focus Consulting, 2012)
o Laura Ryan, Limerick Communications Office: “Sports events such as the Great
Limerick Run have the potential to boost the local economy by an estimated
€10million in the coming years”. (Ryan,L 2009)
Section 3)
Study Methodology
Design
Throughout this process I will use both secondary (desk research) and primary (field
research) to acquire the relevant information needed to complete this study. The
exploration of secondary information must come first in this process (quantitative
research), this information is second hand and already has been passed through
numerous channels i.e. books, newspaper articles, journals and possibly the internet. I
will also obtain relevant statistics and figures from the appropriate organisations to aid
my quantitative research. I will then accumulate the necessary primary research which I
will collect first hand from relevant sources through the use of interviews and surveys
(qualitative research).
Instruments
Books Surveys (Personal Interviews)
Newspaper Articles Questionnaires
(Personal Interviews)
Journals In-Depth Interviews
World Wide Web Focus Groups

55 | P a g e
Research Participants
Interviewee: Phelim Macken (Limerick
Sports Partnership Co-Ordinator
Interviewee: Maurice Quinlivan (Sinn
Fein politician and a member of Limerick
City Council)
Location: Limerick City Sports
Partnership
University Arena, Limerick
Location: Sinn Fein Office Limerick
Recorded: Yes Recorded: Yes
Analysis Technique: In Depth Interview Analysis Technique: In Depth Interview
Interviewee: Sarah O’Connor (Federation
of Irish Sport)
Location: Irish Sport HQ, National Sports
Campus, Blanchardstown, Dublin 15
Recorded: Yes
Analysis Technique: In Depth Interview
As outlined above the three main participants I intend to interview for this process are
Phelim Macken (Limerick Sports Partnership co-ordinator), Maurice Quinlivan (Sinn
Fein politician and a member of Limerick City Council and Sarah O’Connor
(Federation of Irish Sport). I have carefully selected these three participants as I feel
Sinead will be the perfect candidate to provide me with the national sports related
information I require while Phelim will be able to educate me on the local front i.e.
Limerick City. Maurice will be equally as important in providing me with the political
information regarding the investment and revenue the sports industry generated in the
economy.
Survey 1: Survey 2
Population: A range of sports clubs from
different organisations
Population: TD’s

56 | P a g e
Sample Size: 100 Sample Size: 100
Location: Limerick Location: Munster
A significant part of my primary research will be constructing and distributing surveys
to two very important groups. I will firstly distribute one hundred surveys to a range of
sports clubs from different organisations in the Limerick City area to establish how
many full time/part time employees are working for the organisations and most
importantly how many receive a wage for the work they carryout, etc. I then intend on
surveying one hundred TD’s across Munster to ascertain their views, facts and figures
regarding the effect sport has on the economy.
Resource Requirements
o The subsequent resources are essential in order to facilitate this study:
o Personal/Interpersonal Skills – Excellent communication skills for mediums
(emails, phone conversations and interviews)
o Finance – A subsequent financial investment to cover printing costs and travel
expenses.
o Equipment – Computer, Printer, Binding Equipment,
o Data Access – The majority of data will be accessed in the college library via
books, journals, newspaper articles and the use of the World Wide Web.
o Data Analysis Software – Up to date computer software (Microsoft Word and
Microsoft Excel)

57 | P a g e
Procedure (Provisional Work Schedule)
Work to be Completed Date to be Completed By
Submit Research Thesis Proposal Document Friday 18th October 2013
Research Thesis Proposal Presentation Friday 25th
October 2013 @
4.40pm
Literature Review (1st
Draft) Friday 8th
November
Make Contact with Research Participants Monday 11th
November
Conduct Secondary Research Friday 15th
– 27th
November
Literature Review (2nd
Draft) Thursday 21st
November
Submit Literature Review (Spiral Bound) Friday 29th November
Pilot Questionnaires Tuesday 3rd
December
Research How to Analyse Data Friday 6th
December
Contact Interviewees for Forthcoming Interviews Friday 6th
December
Review Questionnaires & Resolve any Issues Wednesday 18th
December
Distribute Questionnaires Monday 6th
– Wednesday 8th
January
Conduct Interviews Monday 13th
– Tuesday 14th
January
Transcribe Interviews Thursday 16th
– Friday 17th
Jan

58 | P a g e
Submit Methodology Chapter (Spiral Bound) Friday 24th January
Analyse Date/Draw Conclusions Friday 14th
February
Submit Data Analysis/Findings Chapter(Spiral
Bound)
Friday 21st
February
Write Report & Complete a Preliminary Draft, Monday 24th
February- Friday 28th
February
Review Report Monday 3rd
March
Submit Introduction/ Conclusions
/Recommendations/
Bibliography/ Appendices. (Spiral Bound)
Friday 7th March
Submit Final 3 copies of the Research Thesis(Two
spiral bound and 1 Hard bound)
Friday 21st March 2013 by 11am
Submit Presentations of Research Thesis Mon 31st
Mar– Fri 18th
April

Page | 59
References
o Gratton, Chris Taylor, Peter (08/2000). Economics of Sport and Recreation.
London, GBR: Spon Press. 6
o Oxford Dictionaries. (2013). Definition of sport in English. Available:
http://oxforddictionaries.com/definition/english/sport. Last accessed 14th Oct
2013
o Federation of Irish Sport, Irish Sport HQ, National Sports Campus,
Blanchardstown, Dublin 15, Ireland. (2013). Pre Budget Submission on Behalf
of Irish Sport. Available: http://www.studentsport.ie/wp-
content/uploads/2013/09/Pre-Budget-Submission-If-Jobs-are-a-Priority-then-
Invest-in-Sport.pdf. Last accessed 14th Oct 2013
o Study commissioned by the European Commission, (2012). Study on the
Contribution of Sport. .. . (14.13 Ireland/14.13.2 Employment &14.13.3Sector-
specific multipliers), 121.
o Focus Consulting. (Nov 2012). Great Limerick Run Impact review. Focus
Consulting.

Page | 60
Appendix D – Project Tutorial Record
Final Year Project
Meeting Summary Form
Name of Student: Daniel McMahon
Name of Supervisor: Ms. Elaine Barry
2nd
Marker: Mr. Donnacha McNamara
School/Department: Finance and Professional Studies
Course: BA (Hons) Business Studies with Sports Management
Date of Meeting: Monday 31st
September 2013
Notes on Discussion:
Daniel would like to aim for a 2.1 in his Thesis/Business plan
We discussed Daniels options as he is unsure about what he wants to do
Nect meeting set for 10.20am on Monday 7th
October, in Elaine’s office (13A10)

Page | 61
Actions agreed for next meeting and next meeting date
Daniel will research Thesis documents that are in the Library and on the net to
find a topic that interests him
He will also look at possibilities of what type of business plan he might do.
He will then decide which one he feels more comfortable with
Update: Wednesday 2nd
October 2013:
Daniel sent through a research document that he completed in 3rd
year regarding
childhood obesity, and feels that this might be a topic he would like to research
further

Page | 62
Final Year Project
2nd
Date of Meeting: Monday 7st
October 2013 (2nd
meeting)
Elaine to seek clarification about using 3rd
year work. This will be confirmed by the
end of the week. Daniel wants to cover the topic of obesity and we will look at
options of covering this topic, but in a different way, if he can’t use the document
produced in 3rd
year
Next meeting set for 10.20am on Monday 14th
October, in Elaine’s office (13A10)

Page | 63
1. Look at possible questions for your hypothesis, linked to obesity
2. Look at literature and the growing up in Ireland report that came out recently
3. What could your title be for the Thesis based on your question
4. Outline proposal document ready for next meeting
Next meeting: Monday 14th
October at 10.20am in Elaine’s Office (13A10)

Page | 64
Final Year Project
2nd
Date of Meeting: Monday 13th
January 2014
Daniel and I discussed the literature review and the methodology deadline was set
Next meeting – Daniel to contact Elaine for the next meeting once he has
reviewed the literature review, and completed a broad structure of the
Methodology

Page | 65
Daniel was advised to include more academic pieces of work from textbooks and
journal articles. He is was also advised to look at sport Northern Ireland for
recent research on economic impact of sport in Northern Ireland and Sport UK
reports.
The title may be looked at and may be tailored to reflect the economic impact of
sport in Limerick.

Page | 66
Final Year Project
2nd
Marker: Mr. Donncha McNamara
Date of Meeting: Monday 4th
February 2014
Daniel and I discussed the Methodology and the following tips were given to Daniel:
1. Please submit a Summary Turnitin Report each time you submit a chapter.
2. You need to develop your questionnaires and interview questions and have a
timetable of who you will interview and send questionnaires to and when you will
complete them.
3. Your Research Methodology Chapter needs to include an analysis of your survey
questions and their objectives.
4. More references are required and make sure that they are up to date references
5. More literature is required for this chapter to support your viewpoint, once you
have completed your data analysis.
6. You need to review your Referencing standard throughout the chapter before you
submit. Make sure you refer to the “write it right” booklet in the library

Page | 67
For the Lit Review:
1. Include more academic pieces of work from textbooks and journal
articles.
2. look at sport Northern Ireland for recent research on economic impact of
sport in Northern Ireland and Sport UK reports.
3. Possibly look at economic impact of sports stadiums, teams events?
4. Sports goods and consumer expenditure may also be an option if you are
struggling for literature
5. The title may be looked at and may be tailored to reflect the economic
impact of sport in Limerick.
Next meeting – Monday 10th
February 12pm

Economic Impact of Sport in Limerick

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