Ahead of Katie Taylor’s much-anticipated final fight next Saturday, RTÉ has announced a major multi-platform media partnership with Lidl, which will see the retailer sponsor the broadcaster’s coverage of Taylor’s clash with Flora Pili across RTE2, RTE Player and 2FM, as well as a range of programming and digital activity in the build-up to the fight. The partnership will also include digital takeovers across RTÉ.ie.
The deal was brokered by EssenceMediacom, part of WPP Media, and also includes sponsorship around the pre-fight press conference and weigh-in, together with outside broadcasts of “Oliver Callan” on RTÉ Radio 1, 2FM Drive with Laura & Katja and Inside Sport on RTÉ Radio 1. The outside broadcasts will take place from Lidl Bray on Friday, September 4, and Lidl Ballybough on Saturday, September 5.
Gavin Deans, commercial director, RTÉ, said Taylor’s return to Croke Park for the final fight of her career would be a significant moment for Irish sport.
“Katie Taylor’s return to Croke Park for her final fight is a moment of huge significance, not just for Irish sport but for audiences at home, as they tune in to see one of our greatest ever sporting heroes in action,” he said.
“Lidl’s support helps us to deliver this unforgettable event to Irish audiences live and free-to-air.”
Lidl has positioned the sponsorship under its “In Katie’s Corner” platform, building on its wider involvement in women’s sport in Ireland.
Fiona Farrell, marketing director, Lidl, said the retailer’s decade-long partnership with the Ladies Gaelic Football Association had established a strong connection with women’s sport.
“As a long-time champion of women in sport through our decade-long partnership with the LGFA, Lidl is proud to be ‘In Katie’s Corner’ for this historic clash at Croke Park,” she said.
“With tickets selling out for the event in minutes, we’re delighted to partner with RTÉ to bring this incredible moment to viewers across the country.
“Katie has inspired a generation of women and girls to see what is possible in sport, and we can’t wait to see the country get behind the fight and step ‘In Katie’s Corner’ this week.”
Daniel Hickey of EssenceMediacom said the partnership provided Lidl with an opportunity to extend its association with the fight across broadcast and digital media.
“With Lidl’s partnership and investment in the event itself, it presented a great opportunity to amplify across broadcast and digital channels,” he said.
“We’re delighted to have been able to work quickly with RTÉ to secure this media sponsorship and deepen Lidl’s association with this historic fight.”
Taylor will face Flora Pili at Croke Park on Saturday, September 5, in what is being billed as the final fight of her career.
RTÉ’s coverage will begin at 8pm, with the fight broadcast live on RTÉ2 and RTÉ Player and radio coverage on RTÉ 2FM.
