At a glance: deals and moves in the Irish sponsorship market for the month of SEPTEMBER:
The Late Late Show returned to air on RTE on the 2nd September and with that came the announcement that Renault have signed on to sponsor the show for two more seasons. The Late Late Show regularly reaches an audience of over half a million people, making it one of Ireland’s largest broadcast sponsorship properties. While the sponsorship will continue to promote awareness of the Renault range of vehicles, the new Renault Megane will be the main showcase.
September 23rd saw the launch of the first episode of Gogglebox Ireland on TV3. Gogglebox is sponsored by TV3’s new investors, Virgin Media and was watched by an estimated 153,000 people on the night of its first airing.
In sports news, the IRFU and Aldi announced their new partnership with the launch of Aldi Play Rugby. The programme itself has run since 2009, with the goal of assisting in the creation of a rugby school programme at primary school level. The new partnership sees Paul O’Connell sign on as ambassador and aims to encourage an overall healthy lifestyle.
Sticking with sport, fuel company Inver Energy announced a sponsorship deal with Munster Rugby this month. The deal will give 5,000 young fans of the team free junior membership of the official Munster Rugby Supporters Club. The agreement is for three years initially and sees Inver join Munster’s list of partners including Bank of Ireland, Greencore and Adidas. This sponsorship is a great example of a brand adding value to a sporting organisation at a grassroots level.
As an ambassador for Aldi, Paul O’Connell attended The National Ploughing Championships along with a plethora of Irish sports stars who made an appearance on behalf of their corporate sponsors. The National Ploughing Championships, sponsored by Aldi, FBD Insurance, Bank of Ireland Business Banking and Open Eir had a record attendance this year with close to 300,000 attendees. Coupled with RTE’s live coverage reaching up to 800,000 individuals, the National Ploughing Championships proves to be an increasingly worthwhile sponsorship investment.
In the global context…
HSBC is set be the new sponsor of British Cycling from 1st January 2017 in a multi-million pound, eight-year deal. Previous sponsors, Sky ended its eight-year sponsorship of British Cycling to concentrate on funding its broadcast deal with the Premier League.
Much reporting on the sponsorship element of The Paralympics focuses on sponsors’ relative failure to make their association relevant or engaging, or create any significant conversation around the Paralympics. WE Communications performed a study analysing online mentions and conversations and found combined mentions of the 10 main sponsors to be 6.7% that of the number of mentions created by the 11 main sponsors of the Olympics. Commentators view the Paralympic Games as an undervalued platform and note that it can be a sensitive territory for brands. However, the consensus is that those who did invest, underutilised the potential for the property.
As always, we finish off this month’s article with a brief overview of the most attractive properties on the market at the moment.
High Noon with George Hook on Newstalk 106-108fm is looking for a brand to come on board as sponsor. The show sees the ever controversial and outspoken George return in a brand new time slot and is on the market for €250,000 (12 months)
In the digital space, The Irish Times Second Captains podcast is also looking for a sponsor and is on the market for €210,000 (12 months).