Owning a successful football club is perhaps a childhood dream for many but very few get the opportunity to fulfil that dream.
When Dermot Usher decided to step down as CEO of Sonas Bathrooms little did he know that this dream was about to become a reality. Now, two years later, he’s at the helm of Cork City FC as they’re about to kick off the 2025 season in the Premier Division. The League of Ireland club have not only had a successful year on the pitch after lifting the First Division trophy in front of an ecstatic crowd at their home ground in Turner’s Cross last November, but off the pitch too as they’ve launched the Rebel Army podcast, Rebel Army Clothing and Rebel Army Events. They’ve also confirmed a number of exciting new partnerships with AerCap, Everseen, Affidea ExpressCare and Citylink.
Dermot’s journey began at just 23 years of age when his father sadly passed away and Dermot and his brother took over the bathroom distribution business that their father had set up.
Determined to make their father proud, the pair worked tirelessly to enhance and grow the business. The Sonas Bathrooms brand was developed and became one of the country’s leading bathroom suppliers with the company exclusively designing, manufacturing and selling all its own products.
Dermot stepped down as the CEO of Sonas Bathrooms in 2021 but remains on the Board of Directors as a non-executive Director. As fate would have it, Cork City FC were on the lookout for a new owner and the FAI approached Dermot about a potential move to the Rebel County.
“I always took my sons to League of Ireland matches and some of my fondest memories are with my boys on a Friday night but I never thought I’d own a football club, let alone one in Cork City.
But when the FAI came to me with the idea it was a no-brainer. It represented an exciting challenge and an opportunity to invest my time and energy into something I’m really passionate about.”
Cork City FC had been owned by the fans group, FORAS, and they voted overwhelmingly in favour of the takeover. Dermot was officially announced as the new owner in December 2022. Having come from a successful business background, Dermot has been able to apply some of the skills and experience gained over the years to running a football club but it hasn’t been without its challenges. However, despite being relegated at the end of 2023 the club rose to victory in 2024 and is looking forward to an exciting season in the Premier Division this year.
But, it’s not all about the action on the pitch. Behind the scenes, Dermot and the team who work in admin, sales and marketing roles are busy year-round developing relationships with important sponsors, organising non-match day events and ensuring all areas of the club are successful – this includes the Senior Men’s Team, the Women’s Team, the seven boys and girls Academy teams and the Amputee Team.
“In Sonas Bathrooms, we were always looking for the next business opportunity and trying to keep ahead of the competition. Running a football club is not much different really. Our Women’s and Academy Teams are developing all the time and we have to ensure the funds are there to meet the demand and develop and retain the talent we have. There are a lot of discussions and decisions made behind the scenes that are crucial to the success of all the teams, and this is ongoing.”
Cork City FC have developed a long-term relationship with many businesses including Zeus Packaging whose logo is emblazoned across the front of the jerseys of the senior teams. Other sponsors include UCC, EZ Living Interiors and Sonas Bathrooms.
“We couldn’t do what we do without our sponsors and we’re so grateful to everyone who supports us. We know from talking to our partners that they also benefit hugely in terms of raising brand awareness but also becoming part of a community. Anyone who is looking at their 2025 budget for sponsorship and promotions can get in touch with our commercial director Anthony O’Sullivan and he would be happy to talk about what’s involved.”
The club recently launched its own clothing brand, Rebel Army Clothing, and for the first time ever had full control over the design of this year’s home and away jerseys. It also made collaborations a possibility with the club teaming up with Cork legends The Frank and Walters for the away jersey which is in the band’s iconic colour orange.
“When I joined the club, I knew from my own experience that we could design and produce our own products. This would cut out a number of stages in the production process and give us more control over our product design and pricing. The fans are buying the jerseys primarily for the club crest. Now we can sell our jerseys at a reduced price, and we have full control over the design, whereas before there was a template that we had to follow. It’s important for us as a club to be able to say that our gear is all designed here in Cork, and we can pass on the benefits to the supporters.”
Dermot also launched Monday Morning Memories which is open to people of all ages to come together and socialise on a Monday morning. Monday Morning Memories acts as an outlet for people to combat social isolation and promote wellbeing. It also helps provide people with a sense of purpose.
Other community initiatives have been set up including walking football for the over 55s and Down Syndrome Futsal and Dermot is hoping to progress these further and add a few more initiatives in 2025.
Community and Social Responsibility is another important aspect of the club with The Crann Centre in Ovens, Co. Cork the confirmed charity partner of the club. The Crann Centre offers life-long support to people of all ages living with congenital, progressive or acquired neuro-physical disabilities and their partners, parents and siblings across Cork and Munster. The club was actively involved in the charity’s main fundraiser, Walk N’ Roll and they donated a cheque for €25,000 last year which was the proceeds of funds raised by the club for the charity.
He’s also hoping to further develop Rebel Army Events which was launched at the end of 2024. The aim is to organise events outside of match days to create income to and promote awareness of all aspects of Cork City FC. Rebel Army Events will be bringing Italia ’90: An Evening With The Greatest Football Team to the RDS and Cork Opera House over St Patrick’s weekend. Mick McCarthy will lead out the star-studded squad, which includes John Aldridge, Andy Townsend, Packie Bonner, Ronnie Whelan, Niall Quinn, Tony Cascarino, Ray Houghton, Kevin Moran and Steve Staunton, as they reflect on their achievements under manager Jack Charlton and remember a unique chapter in Irish sporting and cultural history.
“If you had asked me five years ago where I would be today, I’d never have said owning a football club in Cork but here I am and I am really looking forward to the year ahead. There are a lot of differences between my previous role and this but I have definitely been able to draw on my experiences and have been able to bring what I learned at Sonas Bathrooms to Cork City FC. We have an exciting year ahead at the club and I am working with some of the most dedicated people I have ever worked with so I’m sure it will be a great year for staff and fans alike.”
