Not many people would mention Irish Premiership champions Larne and global popstar Taylor Swift in the same breath, but Mike Veeck has lofty ambitions.
Larne’s new minority investor wants to bring “some things that will surprise people” to home games, although he admits that his powers don’t extend to bringing the Eras Tour to Inver Park.
He does however, see Taylor Swift’s influence of bringing a new generation of fans to the NFL through her relationship with Kansas City Chiefs’ Travis Kelce, as a blueprint for the possibility of bringing newcomers to Larne through unconventional routes.
“This is a wonderful brand of soccer in the Irish Premiership and you’re never going to attract hardcore fans, they are already here, so I’ll be interested to see who are the absolute diehard fans and what percentage of people are we not getting,” he explained to BBC Sport NI.
“The NFL is a perfect example, the guys are complaining about who is watching the game on the field, while Taylor Swift is introducing a whole new demographic.
“I don’t know a single 13-year old girl who was interested in the NFL before Taylor Swift and now they’re buying jerseys and merchandise, so those opportunities are open,” continued Veeck.
“I think the people here will be receptive of new ideas that will attract a segment of people that maybe haven’t been infected by Larne.”
‘I’m here to be a support act’
The Veeck family have previously owned Major League Baseball sides St. Louis Browns and Chicago White Sox and also have vast experience as an ownership group within the Minor League Baseball scene.
They are known for bringing a unique twist to marketing and matchday experience within baseball. Their success as owners of Minor League Baseball side St. Paul Saints resulted in the creation of the Netflix documentary ‘The Saint of Second Chances’ surrounding the family’s story within the baseball.
They join American businessman Scott Krase as minority owners with Kenny Bruce remaining as majority owner of the County Antrim club.
Veeck said the offer to make a minority investment in the current league leaders was “irresistible” after speaking with Bruce.
“When we got wind that they were looking for potential partners we had a Zoom call and through the call I could sense how Kenny felt about the project.
“He kept talking about the community and the town and how much I would like it. He watched the documentary about our family and was struck by the similarities in the way we operate.
“I just thought the passion for the town you operate in was exactly what I felt at St Paul’s 30 years ago when I started so it was all Kenny in my decision [to invest in Larne].”
Veeck insists that it will be a family effort together with his wife and son Night Train and he maintains that he is happy with the minority investment and has no intention of becoming a majority investor.
“I see this is as a family investment, something that my family can do together. Anything the club think I can make a contribution to, Night Train and I want to be involved.
“I have no interest in ascending in any fashion, I want to be a support act, so if I can be helpful, great, if they don’t need any help I am happy to watch the game and enjoy myself!”
Main Stand reconstruction a priority
Veeck’s first port of call is the reconstruction of the Main Stand at Inver Park, which he thinks will only enhance the club.
“I love Inver Park, it is palatial compared to the baseball ground my wife and I started with at the St Paul Saints,” he said.
“The thing I’m most interested in at the minute is getting the Main Stand redone now that we have government funding and I think it is imperative to the future of the club.
“We could have a bigger restaurant, a private party area, a bigger kitchen if we need it, those are the things that can really set the tone in the next five to 10 years so I’m excited for that.”
‘I wanted to do something that frightened me’
Veeck admits that football is something he has “no clue about as he only “understands the basics,” but he is sure that he is making a worthwhile investment.
“People were saying, ‘why are you doing this in soccer?’ I’m 72 years old, I made my living in baseball my entire life, but I wanted to do something that frightened me.
“It doesn’t take a genius to walk about the town in Larne and understand that something is going on here, there is a pride in this club.”
He added: “To come from 100 years of not winning but then to suddenly, out of nowhere, like the phoenix, rise and win last year and to see the enthusiasm from the supporters, it was an easy sell for me.
“Now Larne are a power to be dealt with, so how an organisation makes that transition really is important.”
His main aim is to hope to help generate more income for the club off the pitch as well as on it, which may involve some showbiz style entertainment that has yet to make its way across the Atlantic and to the Irish League.
“One of the things were going to work on is non-tradition revenue, you can do all kinds of events on this pitch [at Inver Park] that involve the community, more kids clubs and programmes.
“Once you have the bedrock foundation and people know that you’re sincere about the community, you can have a little fun with it.
“I’m not scared of doing a few silly things, trying something then asking for forgiveness after.”
