Sponsor Unveiled for Virgin Rugby Coverage

Virgin Media has announced that food brand Strong Roots is to be the sponsor of its Guinness Six Nations coverage.
Guinness is not permitted to do broadcast sponsorship and so the opportunity was open to the wider market.
Last year, when it was TV3, the station broadcast the tournament for the first time. Ulster Bank had previously sponsored RTÉ’s coverage but as part of its withdrawal from the sponsorship, they declined the opportunity to do so with the new team.
Gillette came on board instead and were rewarded with an Irish Grand Slam and all five games appearing in the 25 Most Watched TV broadcasts of the year. Audiences ranged from 584,000 to a high of 973,000 for the game against England on St Patrick’s Day.
Strong Roots have signed up to a multi-platform deal which will include both the broadcast and digital sponsorship, in show promotion and a series of live social streams across the tournament.
The coverage of the ‘Guinness Six Nations’ will kick off on Virgin Media One this evening with exclusive coverage of France V Wales.
The deal was brokered by Sport for Business member Core’s Sponsorship practice in collaboration with the media team in Spark Foundry and will include the broadcast sponsorship on Virgin Media One and digital sponsorship across Virgin Media Player, Virgin Media On Demand and across the ‘Guinness Six Nations’ hub on virginmediatelevision.ie.
“Partnering with Virgin Media One’s coverage ensures Strong Roots is reaching a cohort of passionate rugby fans, showcasing their exciting range of plant-based frozen foods,” said Brian Feeley – Head of Media Sponsorship at Core.
“There will also be a series of live social streams showcasing behind the scenes pre and post-broadcast as well as viewer competitions.”
“Strong Roots’ sponsorship of Virgin Media One’s coverage of the Guinness Six Nations tournament comes at a time when the nation has never been more focused on health, nutrition and wellness,” added Laura Smith, Marketing Director UK and Ireland for Strong Roots.
“While this phenomenal Irish team do the business on the pitch, we want to make it easier to have convenient and satisfying food that is better for you, without compromising on taste. Our plant-based frozen range is already a favourite in many homes in Ireland and we hope with this new stage and the pending Irish victory there’ll be a new most valued player in homes across the country in 2019.”