SONY is sponsoring RTE's radio coverage of the British and Irish Lions rugby tour this year, paying a "significant five-figure sum" to the national broadcaster, which has exclusive rights to cover the Lions matches live.
"We want to sell ourselves as the best entertainment company in the world," said Sony Ireland marketing manager Russell Keating.
This is a significant step for Sony Mobile in Ireland. The company split from Ericsson last year so has only been an entity in its own right for a year but already has a 15pc share in the total value of the Irish mobile phone market.
Mr Keating said Sony's new range of more durable phones and tablets, tested in poor conditions and under water jets, fits with the hard-as-nails image of international rugby.
The Lions appears to target more of a male audience but he said this is not Sony's aim.
"Our demographic is split 50/50 between men and women. We also sponsor women's sporting events like women's tennis in the US. And ultimately, the Lions is for everyone," he says.
WOMEN IN FOCUS AT ADVERTISING EVENT
THE Institute of Advertising Practitioners in Ireland will bring influential women working in the Irish ad industry together next week at its inaugural Women in Advertising event on June 5.
Speakers will include IAPI chief Tania Banotti, McCann chief executive Orlaith Blaney, Mindshare managing director Emma O'Dohery and Radical director Emer Lawn.
The EU has called on the wider communications industry to address gender imbalances at a faster pace, noting that 70pc of all consumer spending is done by women.