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

It looks as though The Last Word, currently sponsored by Three, was snapped up in less than an hour last week. No surprise, apparently it was taken a by a motor brand. There were also two big sports sponsorship renewals in November. CHILL Insurance signed for a further three years as sponsor of the Cork Senior and Under 21s Football and Hurling teams while Thee renewed its partnership with the FAI until 2020. With the 2016 EURO Finals to look forward to, Three’s extension also covers the period through qualifying for the World Cup 2018 in Russia, and up to the EURO Finals 2020, which will come to Ireland for the very first time. The deal is estimated to be worth €8.9m and comes after the news that the telco will be replaced by Vodafone as sponsor of the Irish rugby team in May 2016. Also in November, Volvo signed up as sponsor of the 2016 Round Ireland Yacht Race.

At the same time, despite making history by qualifying for the 2016 Olympic Games, the Irish Hockey team remain without a partner to help them to capitalise on an incredible year which also included a bronze medal at EuroHockey Championships.

In fact a number of sports rights holders are looking to sign deals ahead of, what promises to be, a big year for Irish sport. For example, Paralympics Ireland continues to add to its impressive roster, which already includes, Allianz, Mondelez and OCS as top tier partners. The Paralympic Games, which take place directly after the Olympic Games, have grown in popularity in recent years. The 2008 Games from Beijing marked a watershed in TV coverage for Paralympic Games, with a record cumulative audience of 3.8 billion and an increase of 200% from Athens 2004 in total broadcasting time. London followed this with over 100 countries and territories, more than ever before, beaming TV pictures around the world.

Also last month, The Voice (RTE One TV) and The Right Hook (Newstalk) were snapped up by two motor brands adding to the ever increasing list of motor sponsorships:

  • KIA – I’m a Celebrity… Get Me Out of Here! on UTV Ireland
  • Hyundai – Coronation Street on UTV Ireland
  • Nissan – Ray D’Arcy Show on RTÉ One
  • Toyota – Dublin GAA, Time checks on RTÉ Radio 1 & The Anton Savage Show on Today FM
  • Mazda – Connacht Rugby
  • Windsor Motors – Leinster Rugby
  • Volkswagen – IRFU & The Ray D’Arcy Show on RTÉ Radio 1
  • Ford – FAI & Off the Ball on Newstalk
  • Peugeot – Drivetime shows on UTV radio stations
  • Skoda – The Daniel and Majella O’Donnell travel series on UTV Ireland.
  • Hyundai – RTÉ Radio 1 traffic and travel updates
  • Seat – Jonathan Ross on UTV Ireland
  • Mitsubishi – Ireland’s Fittest Families on RTÉ One and ‘The Right Hook’ on Newstalk.

In other news, we hear that the Dublin International Film festival is in the process of securing a partner to replace Jameson. While Christmas FM is back with An Post and Lidl as the two principal sponsors. Combined the sponsorships bring in the region of €70-90k to the station. Christmas FM is an all-volunteer radio station and this year is raising funds for Make-A -Wish Ireland.

Some of the media sponsorships up for grabs in 2016 include Graham Norton (c. €135k) on UTV Ireland which is currently sponsored by Electric Ireland (gas boilers) and Down to Business on Newstalk (c. 120k) which has been sponsored by AIB since January 2013. As we start to look towards 2016, with a strengthening economy, we envisage strong demand for the limited number of premium properties available in the market.