ABSTRACT
Case Summary This case study provides brief background details on University College Dublin Association Football Club (UCD AFC) which participates in the top Division of the Football Association of Ireland (FAI) National League of Ireland. Currently, it is at a crossroads in that to continue to offer its core service (football to elite and non-elite players within the university and the local community) it will need to re-arrange its governance arrangements, extend its resources (human resources and finance) and shift to new home grounds (Belfield Bowl). The club has undertaken a strategic review and part of the findings are incorporated into this case study to facilitate student and tutor understanding of the nature of a football club and the demands which management/owners/sponsors encounter in getting the service package in place to satisfy customer expectations.
