Eir has announced a 12-month sponsorship agreement with Newstalk's Off The Ball with a media value of €500,000.
The sports show is broadcast seven days a week, and presented by Ger Gilroy and Joe Molloy along with Kevin Kilbane. The deal includes 84 pre-recorded stings on weekdays, 30 pre-recorded stings at weekends and 21 branded pre-recorded promos per week.
The first half hour of Off The Ball is currently shown on eir Sport at 7pm each weeknight.
"This sponsorship is a further proofpoint of our commitment to supporting sport at all levels, both local and national," John Anslow, Group Sponsorship Manager, eir, said in a statement.
"It complements the unrivalled access we give to sports fans via eir Sport and our longstanding sponsorship of the GAA Football All-Ireland Senior Championship. Joining forces with such an influential voice in sport will be mutually beneficial as we connect with sports fans across the country."
There was a time when a particularly fanatical form of Catholicism was all the go in this country. Among its tenets was that there were great benefits to be had from fasting, flagellating, mortification and a generally miserable attitude towards life. The writer John McGahern remembered that going around with a long face on you was seen as a proof of good character. No physical pain, no spiritual gain.