At a glance: deals and moves in the Irish sponsorship market for the month of OCTOBER:
2FM’s morning show Breakfast Republic has a new sponsor in the shape of Virgin Media, with the brand also signing up as sponsor of comedy on RTÉ2.
Despite recently completing the purchase of TV3, and taking argubly the biggest sponsorship on the station’s roster at the moment in the form of Gogglebox Ireland, Virgin Media is still showing a willingness to invest in sponsorship across all media. The brand struck a deal for Breakfast Republic lasting for six months, while its sponsorship of comedy on RTÉ2 will run for 12 weeks.
In sports news, Aviva held the national launch for its Rugby Minis series at the home of Irish Rugby recently. The festivals, aimed at giving young children a grounding in the skills of the game, have been held across all four provinces so far this year but Irish internationals Robbie Henshaw and Sophie Spence were present at the Aviva Stadium to launch the national competition, the finals of which will take place in May 2017.
As part of its sponsorship, Aviva is running a national competition offering an Aviva/IRFU training session and rugby gear worth €1,000 to any rugby club with a Minis programme. The programme is a great example of a sponsor engaging with participants at the grassroots of a sport.
Continuing in sport, and as we move into the winter months, the GAA All Ireland Club Championships return to prominence, backed for the 25th year by AIB.
The bank’s efforts as sponsors of the Senior Football Championship garnered much attention this summer, but its commitment to the grassroots of the GAA extends back a quarter of a century this year and the club player played an important role in its Club Fuels County campaign this summer. AIB’s strategy to link its two sponsorships has been an innovative one and displays a good understanding of the properties in which it is involved.
Research carried out by Ipsos MRBI & PML Group has revealed a preference within the Dublin public for advertiser funding for the Dublin Bike Scheme. 300 Dubliners were asked would they rather the scheme be funded by a rise in subscription costs or an increase in billboard-type advertisements in their local areas.
Of those who expressed a preference in either direction, 77% backed the increased advertising model.
In a global context, with the NBA season just back underway for 2016-17, last season’s beaten finalists the Golden State Warriors has announced a multi-year deal with United Airlines, who become the team’s official airline and also sign on as one of the founding partners of the Warrior’s new arena, which will open in 2017. The commercial interest in basketball and the NBA has never been higher and this supposed seven-figure deal comes just after the beginning of a new $2bn p.a. TV rights deal with broadcasters ESPN, TNT & ABC for the league as a whole.
As ever, we finish with a brief look at several of the most attractive properties currently available in the market.
RTE is bringing the hugely successful global television format Dancing with the Stars to Irish screens in January and is seeking a title sponsor for the show, along with a number of other commercial partners.
11 famous names will take to the dancefloor to show off their moves (and costumes). The show will run for 12 weeks and the full package is on the market for €450,000.
As we come to the end of October, it will be ‘that time of year’ again before we know it and, in that spirit, TV3 is seeking a sponsor for their TV3 Toy Show. The show, hosted last year by Brian Ormond and ex-Rose of Tralee Maria Walsh, will air on Friday 2nd December (going to air one hour before RTE’s Late Late Toy Show) and will feature all the most in demand toys for Christmas 2016. The show is as an Advertiser Funded Programming (AFP) opportunity, with possible activations and associated extras included, and is on the market for €50,000.
In the digital space, the Irish Radioplayer app, the official app for Irish radio, is looking for an exclusive sponsor.
This is a joint venture between RTE and the Independent Broadcasters of Ireland and recently picked up the PPI Award for “Outstanding Achievement”. Comprising 43 stations in total, and playing to 55,000 unique users every month, exclusive sponsorship of the app is on the market for €45,000 (three months).
Finally from us this month, the Audi Dublin International Film Festival have a range of exciting opportunities open to sponsors. The festival, the most prestigious film event in the country, has grown into a major attraction in recent years; now featuring over 100 curated events, 140 films and boasting attendees such as Kim Kattrall, Russell Crowe, Kevin Spacey, Daniel Day Lewis and Al Pacino. Over 40,000 people attended the 2016 edition, which celebrated Irish and international film across a wide variety of events.