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

It really is turning out to be all about the motor sector of late. For the past two months we have been adding to the list below, with this month proving no different. We know of two major sponsorships involving motor brands that are soon to be announced, however, we have been asked to remain tight lipped. UTV Ireland has sold I’m a Celebrity… Get Me Out of Here to Kia which we expect to have cost in the region of €200k.  A quick glance at the sponsorship landscape serves to re-enforce just how buoyant the motor sector is:

  • 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 RTE One
  • 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.

Other sponsorship news for the previous month includes Electric Ireland’s sponsorship of Team Ireland (Olympic team). It is the second time the energy provider has sponsored Team Ireland, indeed the brand received much acclaim for its sponsorship during London 2012, winning a European Sponsorship Award in the process. 2016 will undoubtedly be a busy year for the Electric Ireland sponsorship team with the Olympics taking place during the GAA All Ireland season and just before Electric Picnic, two of the brand’s biggest sponsorships.

Dubai Duty Free was announced that it will sponsor the Irish Open (golf) until 2018, the year before the British Open comes to Ireland for the first time since 1951. Hosted by the Rory Foundation, the tournament is set to continue to build in stature after a number of years with no headline sponsor. The prize fund for next year’s tournament is increasing by 60 per cent, rising from €2.5million to €4 million. This is sure to attract a strong field. The K Club will host the 2016 edition, ten years after hosting the emotional 2006 Ryder Cup.

More recently Turkish Airlines signed a three year deal to become official partner of the European Rugby Champions Cup. The airline currently sponsors a host of sports properties but this is the brand’s first foray into rugby. The airline joins Heineken as the second headline sponsor of the tournament.

Laya Healthcare became the official health and wellness partner to Leinster Rugby in September. This was followed by sponsorship of RTE’s You Should Really See a Doctor in October. Elsewhere Ireland’s newest mobile operator, iD Mobile, has taken on sponsorship of Home and Away.

So, what’s left to sponsor? The answer is lots and lots. There are a number of sports, arts and media opportunities available suited to a diverse range of brands. For example, The Dublin International Film Festival is looking for a partner to replace Jameson; the men’s Hockey team, fresh from qualifying for Rio is still without a sponsor; and, from a media perspective, The Voice of Ireland is for grabs for c. €375k after 2 years of Müller at the helm. In fact, with Christmas just around the corner… there will be a number of packages snapped up across Irish media. In sum, there continues to be a lot of movement in the market which bodes well for sponsorship seekers and the economy as a whole.