We present an extract from Away Days: Thirty Years of Irish Footballers in the Premier League, the new book by Gareth Maher.
Over the last thirty years, the English Premier League has grown to become the richest and most popular league in football – and the Irish have been at the heart of its success since the very beginning.
Through exclusive interviews with many of the greatest Irish players to ever play in the Premiership, and an in-depth analysis of Irish players' involvement of the last three decades of the league, Gareth Maher showcases the astounding contribution that the Republic of Ireland has made to the greatest league on earth...
The revolution will be televised.
Niall Quinn has had inside access to the Premier League on the pitch as a player, in the boardroom as a chairman and in the studio as a media pundit. So when he speaks about the league evolving into one of the world's most popular brands, he is worth listening to.
When Quinn first left his home in Dublin to join Arsenal in 1983, TV coverage of football consisted of a Match of the Day highlights package on Saturday nights and live broadcast of international games and the FA Cup Final. It was very seldom that a league game would be live on TV. English football was stuck in its traditional ways and being left behind by other European nations who were giving more access to TV broadcasters and tinkering their match schedules to suit their target audience. Something needed to be done to elevate the home of English football back to the top of the popularity polls. That is when the concept of a new top tier, named the Premiership, was first mooted.
From the 1992 season onwards, this new division would represent a fresh approach for English football. It would embrace a step away from the regular Saturday afternoon slot with games set to be spread out over a weekend on Sundays and even Monday nights. Many doubted whether this would be successful, but it was exactly this type of move that had seen American football take over as the dominant sport in the United States.
Years later, Quinn got to understand the Premier League's strategy when attending monthly stakeholder meetings in his role as Sunderland chairman. He was able to see how television played a significant part in the league’s rise as a global brand. Not that it was all straightforward.
'I learned that it was very hard to get things done in the Premier League because the clubs kept fighting with each other. It was only when they appointed independent executives, who were not linked to any club, that real progress started to happen and they brought their brand around the world. They also had a partner who knew how this thing worked in America. Sky Sports are always either credited or discredited with bringing the Premier League to where it is, depending on how you look at it. Their owner at the time, Rupert Murdoch, had been all through this before in America and saw how it went into everyone’s living rooms, into every pub and bar. So they followed a well-worn path of how it was done in American sports and Sky backed it. Then suddenly it was all in our faces.
The interesting thing is that the matches are the matches, but to put a live feed out twenty-four hours a day about news on football was a huge move. When you think about it, that was a masterstroke. Funnily enough, when I look back at the Irish guys who took on Sky with Setanta Sports, one of the things I felt that they were slow in incorporating was a news feed. By the time they got it up, Sky were ahead of them with reporters outside training grounds and they almost became part of the furniture. One of the key things early on was that there was a feeling amongst the players that Sky were in this to promote it in the best possible light. There was no sense that they were out to do you. And that’s interesting when you look at what way it has gone in recent times with pundits being quite critical of certain players, like Roy [Keane] was on Harry Maguire, for example.’
Still, the Premier League’s embrace of commercialisation through maximising their TV coverage has clearly worked – to the extent that they could boast a global audience of 4.7 billion people as of 2022. The top other leagues around the world wanted to follow suit and still do. The likes of Serie A (Italy), La Liga (Spain), Bundesliga (Germany), Ligue 1 (France), Primeira Liga (Portugal), Eredivisie (Netherlands), Super Lig (Turkey), J League (Japan), Chinese Super League (China), Major League Soccer (United States) and Liga Apertura (Mexico) are all chasing the Premier League for a share of that TV audience.
Granting rights to broadcast games was one thing at the beginning of the ‘Premiership’ era, however; the next was ensuring that the TV companies had exclusive access to managers and players. This was a game-changer in how players would be treated as part of this TV revolution. It was no longer a case of asking nicely for a post-match interview with a jubilant player; instead, designated slots were assigned for pre- and post-match interviews. Failure to comply would result in a heavy fine.
Quinn explains: ‘It was a big change to be told by your club that you have to do interviews. If you say that you didn’t want to do interviews, they would say that you signed a contract and you have to do them. They muscled in on the players’ contracts in theory, but it was all for the showbusiness.’
Once the TV companies had the live rights and the manager/player access, what they needed next was a slick marketing campaign. Sky Sports led the way with the tagline, ‘It’s a whole new ball game’, using one player from each of the twenty-two clubs (Middlesbrough defender Alan Kernaghan was the sole Irish player in there) in a TV advert that had ‘Alive and Kicking’ by Simple Minds as its soundtrack. This was more MTV than ITV, a bold new approach. ‘It had gone like Hollywood, the players were like movie stars,’ says Quinn.
Having joined Manchester City from Arsenal in 1992, Quinn was right in the middle of this new Premiership era as one of its main strikers. He saw how people were sucked in by the marketing, as if Sky had switched on a tractor beam that brought a whole new audience to the top division in English football. And if the marketing was hyped up enough, it could convince people of almost anything – or so Quinn suggests. ‘The power of marketing and the power of looking at football differently to the modern fan and how their perception of football has changed is summed up by Georgi Kinkladze. He played for Man City for three years and won [the club’s] Player of the Century! We were relegated that first year. Don’t get me wrong, he was a lovely player, but it’s amazing that the marketing at that time allowed that to happen. When you think about it, he beat Francis Lee, Colin Bell, Mike Summerbee, all these great players that the legacy of the club was built on, and it was all because of marketing.’
Perhaps Quinn should have tried to avail of that marketing for himself. The 6ft 4in forward could have used his aerial ability to fashion some kind of character that people needed to see. He could have modelled himself as ‘The Premiership’s Greatest Airman’. Okay, there’s some work to do on that campaign, but there is something there, as he was known for what he did with his head.
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Listen: Niall and Gillian Quinn talk to Brendan O'Connor
Speaking of his aerial prowess, Quinn says, 'I was lucky that that was an important part of the game. Then Jack [Charlton] came along [as manager of the Republic of Ireland from 1986] who loved that kind of thing. I had great timing and that came from Gaelic football because I played in midfield there and you were going up for thirty, forty balls a game. I could tell when the ball was coming how I had to adjust and where I had to be to get it at its highest point, which is actually a skill in itself.
'In football, it's all well and good getting up and heading the ball or flicking it on but I had to learn how to pass the ball with my head. Tony Cascarino had what I would call a power header; he could bury it like someone would volley it. But I ended up becoming more of someone who would cushion the ball into the path of somebody. I started playing head tennis when I went to Man City. I wasn’t very good at it [at first] but I became unbeatable at it. And I was unbeatable at Sunderland at it. But a lot of that was deft little headers. I remember one time when Arsenal were playing Sunderland and Arsène Wenger was asked about the game and he threw in a line saying "I’m looking forward to watching Niall Quinn, he’s the best passer of the ball with his head that I’ve ever seen." At last somebody fucking noticed what I was doing!’
Quinn was much more than a creator of goals, he was a fine finisher in his own right – proved by the fifty-nine that he scored in the Premiership. Yet he is best remembered for his strike partnerships – particularly with Kevin Phillips at Sunderland and Robbie Keane with the Republic of Ireland.
In total, Quinn played in nine top-flight seasons – during which time the Premiership was rebranded as the Premier League – with a couple of spells in the Championship sandwiched in between. He was seen as a good player for Man City but morphed into a cult hero at Sunderland, especially in his final years when he got the best out of himself. ‘My best years were my last five years. That shouldn’t be the case, you should be fading away into the sunset.’
Perhaps there is a touch of regret that Quinn did not ply his trade beyond the Premier League in his later years. ‘Looking back, I should have gone on the continent and travelled for a year or two. I turned down Sporting Lisbon with Carlos Queiroz and later on I was a whisker away from signing for a club in Thailand because I couldn’t get a club at the time because I was coming back from a cruciate injury and nobody wanted to go near me. I would’ve signed for the club in Thailand had Peter Reid [then manager of Sunderland] not made a call. Now, I took a pay cut but I got three years on a contract and I repaid Peter by doing my other knee five weeks later.
‘I was out for eight, nine months and I can remember cleaning out the stables, that my wife Gillian would have kept, listening to the Ireland games on the radio. The Ireland games weren’t on TV at that time so I remember listening to Gabriel Egan and Eoin Hand call games and hoping that they would say that Jon Goodman or Mickey Evans weren’t up to it and that they needed me back in the team. That’s the way football is at times, especially when you’re injured and trying to get back in.
‘Years later, I remember being out in Iran with the Ireland team for the World Cup play-off [played on 15 November 2001]. I wasn’t fit enough to play but to be there and see the team qualify was a fantastic experience. And then we went on to the World Cup in Japan and South Korea. That was all extra-time for me. It was my Indian summer and my most enjoyable time in football.’
On finishing his playing career, Quinn linked up with a consortium of Irish businessmen to take over Sunderland. The club were struggling financially and Chairman Bob Murray was ready to offload responsibility. Even though he had no experience in running a football club, Quinn took it on and began a different part of his life.
It was during those days that Quinn came to appreciate the power of TV and marketing. Some may suggest that is why he appointed former Ireland captain Roy Keane as the club’s manager in 2006. If the Premier League was Hollywood, then Keane was a guaranteed box-office hit. In his first season in charge – and first as a manager – he led Sunderland back to the promised land of the Premier League in the type of way that was befitting of a movie script.
Quinn would move on again in October 2011, this time to the media. He had done some punditry and commentary through the years so he felt comfortable in that chair, opining on a league that he now viewed through different eyes. He still admired the football that was played, but he marvelled at the entertainment product that it had become. From those early beginnings through to global domination, Quinn believes the Premier League has soared because of its embrace of television.
The revolution clearly paid off.
Away Days: Thirty Years of Irish Footballers in the Premier League is published by New Island
