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

Laya Healthcare was announced as the official health and wellness partner to Leinster Rugby in September. The news added to existing speculation that the brand will become naming rights partner for the soon-to-be redeveloped R.D.S stadium. Laya has said it will work closely with Leinster’s backroom team including fitness experts, nutritionists and physiotherapists, to produce a series of content to share with customers, fans, and the public. There has been no mention of naming rights, as of yet.

Speaking of naming rights, it was announced last month that Millennium Stadium, Cardiff, is to be re-named Principality Stadium; a ten year deal that starts in January 2016. As with all naming rights deals, the deal has its critics however, it has been a long time coming and is a shot in the arm for the Welsh Rugby Union as it attempts to retain top players on centralised contracts.

Closer to home Derry GAA signed a three year deal with H&A Mechanical Services; the heating and building specialists are located in the area. Frankie Sheehan’s Pendulum Summit received a massive boost with the news that Three is to sponsor the 2016 edition of the Dublin based event. Previous speakers include Deepak Chopra and Willie Walsh. Next year’s headline speaker is New York Times Number #1 bestselling author, entrepreneur, and philanthropist, Tony Robbins.

It was another busy month for the motor sector as Nissan snapped up Ray D’Arcy’s TV show and Hyundai renewed its sponsorship of Coronation Street on UTV Ireland. We have also had word from UTV Ireland that I’m a Celebrity… Get Me Out of Here! has been taken by a car brand… However, they are remaining tight lipped as to who this might be. A glance at the sponsorship landscape serves to highlight the contribution the motor category is making:

  • 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’s B&B Roadtrip on UTV Ireland.
  • Mitsubishi / Ireland’s Fittest Family on RTE One
  • Kia / Drama on RTE

Elsewhere, RTE One’s iconic show, Nationwide, is up for grabs for c. €300k and, after 3 years with VHI at the helm, The Right Hook on Newstalk is available for c. €350k. And, as we start to look towards Christmas… Christmas FM is back looking for partners (c. €40k) while Live Nation’s New Year’s Eve Festival still has available sponsorship opportunities; this event is growing from strength to strength each year. We signed off August’s Sponsorship Watch by stating car brands would be first to take advantage of premium properties. Well, we reckon the same will be true for October.