Munster to play in Páirc Uí Chaoimh due to low first-round attendances in Thomond Park

CEO Ian Flanagan says 'there is a lot of rugby at that time of year', with many Munster supporters attending three internationals in Dublin in November

Munster Rugby set a new attendance record for the 2022 game against South Africa Select XV — the first rugby match in Páirc Uí Chaoimh in Cork. Now Munster is set to play a European fixture in Cork for the first time in 23 years. Picture: Ben Brady/Inpho

Declining attendances for opening round games in Limerick was a driving force behind Munster’s first Champions Cup pool game this season being scheduled for SuperValu Páirc Uí Chaoimh in Cork, the chief executive of Munster Rugby has said.

Speaking to business journalist Emer Walsh on the latest episode of the ieBusiness Podcast, in association with PwC, Munster Rugby chief executive Ian Flanagan said the club expects to have a significant attendance in Cork, noting strong ticket sales for the first game of the competition against Gloucester on December 13. 

“The first game has had declining attendance at Thomond Park, for all sorts of reasons,” said Mr Flanagan.

One thing that plays a big part is that there is a lot of rugby at that time of year.

“Some of our supporters would have already gone to the Aviva to see three Irish games in November, spent a lot of money, and would have bought tickets to our match against Leinster for St Stephen’s Day. 

"That is in addition to all the expenses you have over Christmas.

Tony Butler scoring Munster's fourth try during the tour match between against Argentina XV at Thomond Park in Limerick on Saturday. Picture: Sam Barnes/Sportsfile

“So, some of our supporters would say that that is a game that I can watch on TV at home or in the pub, and if they have to cut their rugby expenses, that is a game that they do not have to go to in person.”

Speaking on the move to Páirc Uí Chaoimh, Mr Flanagan added: “We think we will have a significant attendance, and I know we will based on tickets sold already, but also that it will deliver financially for us in terms of providing a significant financial uplift, versus how the first pool game has performed over the last few years.”

Munster Rugby chief executive Ian Flanagan was speaking on the latest episode of the ieBusiness Podcast. Picture: Ryan Byrne/Inpho

Mr Flanagan, who has led the club as chief executive for six years, said exhibition games — including the recent match against Argentina as well as games versus South Africa and the Crusaders from New Zealand — were “vitally important” for the club’s revenue streams.

“We have one in the budget every year, so it is our job and the job of our commercial and operations team to deliver that game,” he said. 

“The reality is, there are not many teams you can bring as a friendly or exhibition game where you would be confident of having a significant crowd. But I think we have chosen our opponents really well over the last few years. 

Dian Bleuler reacts after scoring Munster's first try during the Investec Champions Cup Pool 3 match between Munster and Saracens in January. Attendances at early-season games at Thomond Park are affected by the volume of matches at this time of year. Picture: Seb Daly/Sportsfile

"They have all performed and gone down in Munster legend and history.” 

In a wide-ranging interview, Mr Flanagan discusses the club’s financial performance and the “fragile” business model of Irish rugby, the need to foster young talent and expand the club’s reach through its newly-opened Centre of Excellence in Cork, future exhibition games in the US, and comments from the recently-retired Conor Murray, who criticised the club for being more financially conservative in recent years.