“If you went purely commercial, you could double the bottom line in Croke Park. You’d change the price of corporate seats, you’d change the price of boxes. You’d almost make them unattainable”
In 2001, Peter McKenna was on the corporate fast track at Smurfit in the publishing business. But a conversation with mentor Paddy Wright planted the seed for a dramatic career pivot as stadium director of Croke Park. When he took over, the stadium was under construction and loss-making. Last year, it had annual revenues of €132 million and paid a €16 million dividend to the GAA.
McKenna still serves as stadium director but he is also in charge of the GAA’s commercial arrangements and corporate partnerships.
In this episode of Sports Matters, he talks about making the stadium as a financial contributor to the GAA, the decision to take control of the association’s streaming service, and the lessons from his career.
Sports Matters is sponsored by the law firm Whitney Moore.
