 Alex Ferguson used footage of an All-Ireland Senior Hurling Championship final in an attempt to motivate his players during his time as manager of Premier League football club Manchester United; the players winced at the standard of physicality and intensity in which the hurlers were engaged.In 2007, "Forbes" magazine described the media attention and population multiplication of Thurles town ahead of one of the game's annual provincial hurling finals as being "the rough equivalent of 30 million Americans watching a regional lacrosse game".UNESCO lists Hurling as an element of Intangible Cultural Heritage.