At a glance: deals and moves in the Irish sponsorship market for the month of APRIL

Another busy month, April saw a number of large sponsorships announced. Bank of Ireland announced its three-year sponsorship deal with the Irish Open golf tournament. The bank will join the list of official sponsors of the tournament which takes place in May. The bank has  chosen to run a competition for golf clubs around the country in which the prize is to have the clubs branding displayed on Shane Lowry’s  golf attire.

Elsewhere Cricket Ireland secured a significant three year sponsorship with global conglomerate, The KPC Group. The sponsorship was announced at the launch of Cricket Ireland’s strategic plan in Dublin last month. Although the exact details of the partnership have not yet been disclosed, this is a clear indication of Cricket Ireland’s ambition to bring the sport to new audiences.

In other sports themed sponsorship news, Rugby star Paul O’Connell helped kick off Pinergy’s sponsorship of Independent News & Media’s inaugural house 2016 interiors show. The three day event will showcase the best of Irish and international interior design and will run from the 20th to the 22nd of May. O’Connell is both an investor and a brand ambassador for Pinergy and appeared in the brand’s recent advertising campaign.

Another deal that was announced this month was John West’s partnership with the GAA Féile competition. The three year deal will see the famous fish supplier support the Féile with a fully integrated marketing campaign including digital content, social media updates, sampling and experiential activity for the duration of the festivals.

SuperValu also celebrated their 25th year sponsoring the TidyTowns competition this month. The retailer came on board with the popular initiative in 1992 in what was, and still is, a very good fit for a brand that has a local presence all around the country.


In the world of media sponsorship; The Loop at Dublin Airport kicked off its sponsorship of both The Jonathan Ross Show and The Graham Norton Show on UTV Ireland last month. This sponsorship marks one of a number of brand partnership deals that have been landed by UTV Ireland since the beginning of the year. Daragh Byrne, UTV Ireland’s commercial director, highlighted how the partnership will also include off air activity through the licensing of the programme brands, as well as the typical on-screen exposure. This excellent package was on the market for c. €150k.

We mentioned last month that RTE’s First Dates’ had been snapped up by an unnamed sponsor. That sponsor, its4women, was expected to have paid in the region of c. €90k for the series.

Overall April was a busy month for sponsorship. As we start to build-up to the Euros we expect next month’s edition of Sponsorship Watch to detail a number of localised Euro 2016 partnerships. In fact, there are still a huge number of media packages up for grabs. These range from radio, to TV and digital. In terms of standout properties, INM has an excellent cross-platform package on offer which includes both a Euro 2016 preview magazine and a comprehensive digital offering. This is on the market for c. €180k.