At a glance: deals and moves in the Irish sponsorship market for the month of JANUARY
The past month has seen a number of notable sponsorships in the world of Irish sport. Allianz Ireland extended its sponsorship of the National Football and Hurling Leagues until at least the end of 2020, ensuring it is one of the longest-running associations in Irish sport. Following a widely-publicised and thought provoking marketing campaign called ‘LadyBall’ which aimed to highlight the problem of sexism in sport, Lidl announced it had signed a three-year deal with Ladies’s Gaelic Football Association and that they would invest an estimated €1.5 million over the course of the deal. It is hoped that the support from Lidl will increase press coverage of ladies’s Gaelic Football as well as an increase in match attendance. In other sport sponsorship news, OCS, the international facilities management provider, continued its sponsorship of the Irish Paralympic team and the 2016 OCS Irish Paralympic Awards. This is in addition to its other partners which include Allianz and Mondelez. Ulster Bank continued its longstanding support of Irish rugby with an extension of a deal that secures the brand as the title sponsors of the All Ireland League and as the Official Community Rugby Partner to the IRFU until 2018.
With the 2016 Olympic and Paralympic games coming this summer, it is surprising that more brands are not jumping at the chance to associate with a team. Notably the Irish swim team is still looking for a brand to partner with, which would provide support for Irish swimming from kid’s classes all the way up to the Olympic team. As this is a big year for Irish sport with the Six Nations, Olympic and Paralympic games, Ryder Cup and the Euros all taking place, it is expected that the sport sponsorship market will be very active as a result!
The past month has also been a busy one for media sponsorship as some of the big TV programmes found a sponsor such as Emmerdale with InsureMy Group in a deal that would cost an estimated €350k for the year. Diet Coke also extended its AFP deal with The Pulse on UTV Ireland, indicating the AFP is delivering for the brand. On TV3, Boohoo.com came in as the sponsor of Celebrity Big Brother, which is consistently drawing a good audience.
Also last month, Volvo added to its sponsorship portfolio which includes the 2016 Round Ireland Yacht Race with its sponsorship of The Last Word for an estimated €250K. Another motor brand to acquire a sponsorship in the past month was Audi with its title sponsorship of the Dublin International Film Festival, which was previously sponsored by Jameson. This adds to the ever-growing list of motor sponsorships across media and sport.
In other news, we hear that the Big Big Movie on RTE has been snapped up within hours of going to market! One of the bigger sponsorships up for grabs at the moment includes the Irish version of First Dates (c. €90k), which is sure to be a hit with Irish audiences. We expect a property like this to be snapped up very soon as the strong demand for premium properties continues.