At a glance: deals and moves in the Irish sponsorship market for the month of August
The big news this month was undoubtedly Renault’s sponsorship of the Late Late Show which we estimate to have cost c. €800k. The news had been circulating for a few weeks and is yet another sign of the return of the car sector to sponsorship. In fact, a quick glance – and by no means an exhaustive list – at the national landscape clearly illustrates the fact:

Toyota / Dublin GAA / The Anton Savage Show on Today FM
Mazda / Connacht Rugby
Windsor Motors / Leinster Rugby
Volkswagen / IRFU / The Ray D’Arcy Show on RTE Radio 1
Ford / FAI / Off the Ball on Newstalk
Skoda / The Daniel and Majella O’Donnell travel series on UTV Ireland.

It has been widely reported that Vodafone will be the next sponsor of the Irish rugby team. This is a big statement from the brand two years after exiting from Dublin GAA. It remains to be seen how this will affect Three’s sponsorship strategy, our thinking is that it will have little bearing. Three already has a long standing association with sport through its partnership with the FAI. The brand also has an enviable music platform through its partnership with Live Nation. Overall Three’s sponsorship portfolio – 3Plus – is already of great value to Three customers and sports and music fans alike.

This month also saw Investec’s sponsorship of the Irish show jumping team get off to a flier when Ireland won the Aga Khan Trophy at the R.D.S. Cricket Ireland also secured a new sponsor, naming Hanley Energy as official technology partner just in time for the recent Ireland v Australia clash. Eirgrid was announced as the sponsor of the upcoming international rules series which takes place on the 21st November. Energia renewed its partnership with Wexford Youths, continuing its association as the club’s main sponsor for the 2015-16 Women’s National League campaign.

Investec Team Ireland

Elsewhere The Right Hook on Newstalk is up for grabs after 3 years with VHI at the helm. With a guide price of €350k for 12 months, Communicorp values the show at €100k less than Ray D’Arcy’s new TV show on RTE and TV3’s Red Rock, both of which are on the market for €450k. Add to this Coronation Street, Emmerdale and I’m a Celebrity… Get Me Out of Here all on UTV Ireland, it is clear that September will be a busy month. Don’t be surprised if at least one of these opportunities is seized by a car brand.