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

2017 has started with a bang in the sponsorship world, with a number of high-profile deals being renewed but also confirmed and announced. This rings true both at home and abroad.

Bookmakers were especially busy in January, with BoyleSports renewing the sponsorship of RTE’s Racing coverage. This represents the extension of a partnership which kicked off in 2014 and sees BoyleSports feature in all of RTE’s coverage on television, radio and online for a further year. This is the perfect vehicle for the brand to further complement its existing sponsorships of top Irish racing events, including the BoyleSports Irish Grand National, the BoyleSports Champion Chase and the BoyleSports Irish Greyhound Derby.

Meanwhile, Paddy Power has signed up as the sponsor of TV3’s newly-acquired UK Racing coverage. The Ballymount-based station secured exclusive terrestrial rights to UK horse racing in a four-year deal and includes statement festivals including Cheltenham, Royal Ascot and Epsom. The partnership includes broadcast and digital sponsorship, as well streaming on 3Player. The deal will also be activated through split-screen advertising, content exclusives and social media support.

Keeping with the theme of sport, January also saw Dublin GAA announce Subaru as official car partner, taking over from Toyota. The deal sees the car brand join the extensive list of official partners for the Dubs and join the likes of O’Neills, Lifestyle Sports, Aer Lingus and Ballygowan. In an official statement, we learned that as part of the deal, Subaru is to provide cars to the players and management as well as a Subaru Forester Van for kit transportation.


The GAA released also published its annual accounts this month which gave us an insight into the organisation and how it’s faring. The revenue of the sports organisation remained the same in 2016 as it did in 2015, but perhaps this will rise in 2017 with new sponsor investment.

Meanwhile, in their Tallaght HQ, Lidl launched their plans for Year 2 of #serioussupport, their incredibly successful campaign supporting their sponsorship of Ladies Gaelic Football. Visually, this years campaign will feature eight different counties including a senior inter county player pictured alongside a club and secondary schools player, which will be tailored to the county in which they appear. Lidl’s support was remarkable last year – both in terms of raised awareness of Ladies Gaelic Games, and the level of real investment that clubs and schools received, we look forward to seeing how this campaign evolves in 2017.

January also saw the much-anticipated return of First Dates Ireland on RTE 2. The series proved to be a great success last year and in 2017, online food delivery service, has been confirmed as the title sponsor. The deal comprises of stings around each broadcast, including pre-rolls on all episodes across RTE Player.


It was a busy month for in sponsorship as it was announced that it would be sponsoring the Eoghan McDermott Show on RTE 2fm on an eight-month deal. The show has a daily audience of 109,000 and was on the market for €145k for 12 months.

This quick start to the year is reflected in research carried out by Livewire recently in which it predicted investment in sponsorship rights to increase by 5% in 2017.

There are also a number of really attractive properties available at the moment, particularly in radio where some high-profile shows have recently become available for sponsorship.

Newstalk’s Off the Ball is one of those properties. With an annual asking price of €350k and a daily audience of 50,000 this is an excellent property for any brand looking to target males with and ABC1 skew.

Another property available on Newstalk is Pat Kenny’s show. The veteran broadcaster has been making his mark on the station since his arrival. The show has an asking price of €300k and reaches a daily audience of 146,000.