RTE joins Sky parent on pitch as it kicks off new €350,000 sponsorship agreement
By Peter Flanagan
Tuesday September 14 2010
RTE HAS agreed a sponsorship deal with a sister company of Sky Television, it was revealed yesterday.
The 'Irish News of the World' and the 'Irish S n', which are owned by News International, will pay €350,000 to sponsor the remainder of this season's English Premier League coverage on the state broadcaster.
News International is a division of News Corporation, which is controlled by the media mogul Rupert Murdoch. News Corporation also controls Sky, a direct competitor of RTE.
A spokesman for RTE denied there was any conflict in agreeing to the sponsorship deal and pointed to previous agreements with a number of other media companies.
"We've enjoyed a long history of print and broadcast sponsorship and media companies have regularly used it to expand their brands successfully," they said.
RTE have previously had programmes sponsored by the 'Sunday Times', which is also owned by News International, and the 'Irish Examiner'.
Under the terms of the deal, both papers will sponsor coverage on television, radio and online.
'Premier Soccer Saturday' on television will be sponsored by the 'Irish News of the World', while on radio 10-second ads will be broadcast with the live soccer updates on RTE Radio 1.
Sunday coverage of the Premier League will be sponsored by the 'Irish Sun' and will include ads into and out of 'Premier Soccer Sunday' on RTE Two as well as in the commercial breaks.
On the radio, 10-second ads will be broadcast on the live soccer updates on Radio 1.
The deal also covers sponsorship of soccer news on RTE's website and a variety of competitions across radio and television.
In addition, both papers will sponsor the 2FM's live broadcast from the Republic of Ireland's upcoming match against Russia at the Aviva Stadium at Lansdowne Road in October.
- Peter Flanagan