Friday 20 April 2018

Renault returns as 'Late Late' sponsor

Renault Ireland will sponsor Westmeath's football and hurling teams
Renault Ireland will sponsor Westmeath's football and hurling teams
Wayne O'Connor

Wayne O'Connor

Renault is to renew its sponsorship with RTÉ's flagship programme, nine years after they parted company.

'The Late Late Show' will be sponsored by the car company from next month in a deal thought to be worth more than €1m.

Renault will take over from Sky Broadband as sponsor.

RTÉ announced the new deal yesterday ahead of the new series getting underway.

RTÉ commercial director Geraldine O'Leary said they were happy to welcome Renault back on board.

"This is a true endorsement of the longest-running chat show on television worldwide and recognition of RTÉ One's output and powerful audience reach," she said.

Renault had previously sponsored the show from 2001 to 2006 before being replaced as sponsor by O2.

Patrick McGee of Renault Ireland said the show was an important way for the company to reach key audiences.

"We are delighted to partner with Ireland's best-known TV show and a Friday night institution in Irish homes," he said.

"Television plays a big part in our marketing strategy, and we believe that sponsoring 'the Late Late Show' is a great way of talking to our key audiences."

Irish Independent

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