Sponsorship comes in all shapes and sizes and we would have been a long time guessing the latest new partner of Irish sport which was announced last night.
It has come in motorsport where the Tarmac Rally Organisers Association confirmed it has reached an agreement with traditional music brand Dance To Tipperary as title sponsor for the Irish Tarmac Rally Championship (ITRC).
The deal is for an initial three years with the championship being known until 2020 as the Dance To Tipperary Irish Tarmac Rally Championship.
Dance To Tipperary is a London based predominately Irish music collective founded in 1998. Over the past two decades, it has developed a unique and successful enterprise combining Irish, Electronic Dance, Celtic, Rock, Pop, Techno and Trance music to create a flow of Top 30 Hits and No.1 Dance Singles with sales in more than 35 countries.
The ITRC is Ireland’s number one rallying championship combining seven events around the country.
Dance to Tipperary will be the official title branded partner of the championship as well as the co-production and distribution partner for its TV and media feeds.
This is a lifestyle brand buying into the sport as a media house as well as a sponsor, in a similar fashion to that of Red Bull.
Brand ambassadors drawn from drivers, radio and TV personalities, YouTube Stars and musicians will be unveiled at the official launch of the Dance To Tipperary Irish Tarmac Championship on December 9th.
“We are thrilled to welcome Dance To Tipperary on board,” said TROA Chairman David Gray.
“As rallying supporters know, the environment is challenging for sponsors. TROA board members worked carefully over recent months to secure this deal. Dance To Tipperary is a name well known and familiar to many rally fans.”
We look forward to seeing quite what the output of this partnership will look like over the coming years.
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