Auto Sponsorship Accelerating

Vauxhall England Soccer

The sale of new cars may be down in Ireland this year to date but the involvement with motor companies in sporting sponsorships suggest they are planning for a bounce back.  It is the same around the world with two new deals announced this week. 

Vauxhall has extended its relationship with English soccer and Volvo with international sailing both by four year periods.

Vauxhall’s deal is reported to be worth £7 million a year, double the combined contribution for similar deals in Northern Ireland, Scotland and Wales.  An additional element of the new deal which runs beyond the 2018 Fifa World Cup in Russia is the inclusion of the brand as the presenting sponsor of content on FATV.  Owned media like this is growing rapidly in importance is already a valuable asset for sport.

Volvo is backing the British Sailing team by providing a fleet of 30 vehicles to assist in the logistics heavy demands of the sport.  This will match Audi’s support of the German team and will raise the bar even higher for Irish sailors like Annalise Murphy competing at the very highest level of the sport.

The three biggest selling car brands this year in Ireland are Volkswagen, Toyota and Ford who all happen to be the three leading sporting partners as well.  Volkswagen ‘Dealership Derbies’ are now the norm in the Airtricity Premier League while the company is also active in Rugby and Golf.

Toyota signed up this year as the vehicle partner of Cricket Ireland and has ambassador deals with Katie taylor, Fionnuala Britton and Simon Zebo while Ford remain the official car partner of the FAI.

There is an old marketing adage that it is the one who spends in the bad times that will reap the benefit in the good.

The involvement of the sector in sport across so many different activities and sports has been a highlight of the commercial year in sport so far and is likely to continue for some time yet if international trends are anything to go by.


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