The competition between car retailers in Ireland around the sporting world at the moment is every bit as intense as the action on the field of play.
In recent days we have seen Volkswagen dealerships add Shelbourne FC to their existing partnerships with Sligo Rovers and Bray Wanderers in the Airtricity Premier League and we understand there will be another announcement in that area in the next 36 hours.
Volkswagen were themselves replaced last week by Toyota as the official vehicle partners of Irish Cricket and while the departure of that brand from the shirt of Munster has yet to take effect, another local Cork Toyota dealership has now hooked up with Munster and Ireland winger Simon Zebo.
The brand has also appointed Fionnuala Britton as an ambassador.  Both will be seen driving Toyota vehicles, just as Katie Taylor has since last year.
This was though only catching up to Volkswagen’s teaming up with Leinster Rugby in November 2012 and Tipperary GAA the previous year through it’s Skoda marque.
Sport works especially well in terms of local dealerships reaching out to local audiences with something that makes them stand out.
Volkswagen and Toyota are locked together at the top of the car sales charts in Ireland and Audi, another brand of the former is part way through an €80 million investment in its dealer network in Ireland with seven new showrooms opening from 2012 through 2013.
Motor sponsorship already rivals that of airlines, financial services and increasingly betting and gaming as one of the core international sectors engaged in sporting partnership.  It is heartening to see that brands in Ireland are maintaining their investment ahead of the next phase of growth in the sales market here.