Out of the Ashes. A Photographic Account of Shelbourne FC’s 2024 Title-Winning Season is a self-initiated project published by 53Six in collaboration with Póg Mo Goal. 53Six is a sports marketing agency based in Dublin. We work with clubs, leagues, federations and brands to help them connect with fans. Póg Mo Goal is a football magazine published in Ireland exploring design, culture and the lesser-known aspects of the game.
With Shelbourne FC chasing down their first league championship in 18 years, we wanted to document the historic occasion and tell the story of the run-in. When we witnessed this incredible story unfolding, we knew it was a moment worth capturing.
In an increasingly digital world, creating a photography book felt like the perfect way to preserve the emotion, energy, and history of this title—something tangible that would stand the test of time. This book showcases the beautiful photography of two of our favourite collaborators, Simon Crowe and David Sexton. We approached them both to shoot the fans, the players and the action as Shelbourne sealed their first league triumph since 2006. It also brings the 100 year old stadium on Dublin’s north side, and the characters who flock there, to life on the page in all its gritty beauty.
When we began thinking about this project and how to document a potentially historic league-winning run-in for Shels, with one of Irish football’s most talked about and enigmatic managers, Damien Duff, we knew there were only two people who we wanted to capture it. We’ve worked with David and Simon on many of our favourite projects and knew they were in a unique position as fans to get right into the action.
The finished book went on sale in Shelbourne’s club shop in Tolka Park in February 25 with all proceeds going to the club’s Football For All programme. Led by dedicated coaches and community leaders, the Football For All programme caters to adults with intellectual and physical disabilities, ranging across a wide spectrum of capabilities. From individuals with Down Syndrome to those with Autism and other intellectual disabilities.
