Renault Ireland has renewed its sponsorship of RTÉ’s The Late Late Show for another three years. The sponsorship deal will mean that the same brand has sponsored the show for six continuous years, the longest sponsorship the show has ever had. The current season of The Late Late Show – its 56th – drew to a close last Friday night on RTÉ One with a 43% Share of Viewing (Adults 15+).
According to Patrick Magee, Country Operations Director, Renault Group: ‘We are delighted to announce that Renault will continue our sponsorship of The Late Late Show for the next three years. Media sponsorship plays an important role in our marketing communications strategy and our sponsorship of The Late Late Show has been a key factor in Renault’s remarkable commercial success, achieving over seventy percent growth in the last three years. The show has been a key contributor to building Renault brand awareness and engagement with Irish audiences. We look forward to another successful three years with The Late Late Show.’
Geraldine O’Leary, RTÉ Group Head of Commercial, said: ‘We are delighted to extend the relationship between The Late Late Show and Renault. The renewal of this sponsorship is testament to the strong partnership we have built with Renault over the years and the results that this association has delivered for them. We share the same level of ambition to continually challenge what we can do to amplify the sponsorship. This brings their sponsorship to six continuous years, the longest we have had for the show. We are looking forward to collaborating with Renault over the next three years and are very grateful for this wonderful commitment.’
RTÉ is promoting its work with Renault in a case study as part of its #BetterTogether campaign. You can read the full case study by clicking here.