The continued growth in new car sales has led to the creation of 4,200 new jobs in the industry so far this year and could be a spur for increased involvement of motor brands in sport sponsorship.
After a 32% increase in new sales in August total figures for 2014 are now at 89,279, that is already 15,000 more than were sold in the whole of 2013 and growth is anticipated to continue strongly over the next 12 months as well.
These figures are still only climbing back to normal after the decimation of sales in recent years but the return to normality could herald deeper engagement with the sporting teams and events that drive consumer engagement.
Rumours
There are persistent rumours suggesting that a leading brand will become one of two potential sponsors to be named shortly as supporters of the European Champions’ Rugby Cup. Renault is the name on many lips alongside that of Heineken who are expected to renew their involvement.
Skoda in Ireland will get a boost this week with their presence on the shirt of All Ireland Hurling finalists Tipperary and has been active in cycling through Europe and in Ireland to an increased level this year.
They are part of the Volkswagen Group, alongside Audi and VW itself. It’s commitment to sport has been mainly in the areas of soccer and rugby but self confessed soccer fan Simon Elliot, seen by many as the driving force behind club sponsorships at half of the clubs in the SSE Airtricity Premier League, may yet see a shift in emphasis within the group, albeit staying strongly within sport.
Smart
Toyota has been reshaping its own long term commitment to sport since pulling back from shirt sponsorship with Munster Rugby. It is more focused now on individual stars and had Paul O’Connell, Katie Taylor, Liam Rushe and Kevin O’Brien at it’s celebration earlier this year of 30 years supporting Irish sport.
It is making smart use of its ambassadors through involving them directly in sales material targeting specific audiences. This includes Jonny Sexton ahead of his potential return to Leinster Rugby.
Hyundai were sponsors of RTÉ Sport’s coverage of the 2014 World Cup, citing the mid-year timing as being a critical part of why it was a good sponsorship fit. MSL Motors recently extended their own sponsorship of Setanta Sports’ coverage of the Premier League.
Volvo, BMW and Jaguar have all made major commitments to sport at an international level over the past 12 months and as sales rise in Ireland local involvement through dealer networks will increasingly become a way for them to capitalise in rising consumer sentiment.
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