The new host of the Late Late Show could be set to land RTE a major cash boost – before they’ve even been announced.
Car dealership Renault Ireland has sponsored the show for the last eight years. It previously sponsored the programme from 2001 to 2006. It is understood Renault Ireland is negotiating a high six-digit sum to RTÉ for its one-year sponsorship like previous deals before.
A statement from Renault said: “Renault Ireland has had a long and proud association as broadcast sponsor of The Late Late Show on RTÉ for the past eight years.
Read more: Claire Byrne's RTE quiz show ratings plummet amid Late Late Show host speculation
“Partnering with RTÉ’s flagship family TV programme and Ireland’s favourite talk-show is in keeping with the leading car marque’s national profile and popularity. The company looks forward to sharing news of all consumer marketing plans at the earliest opportunity.”
In 2015, Renault Ireland's Patrick Magee 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." The show is “a Friday night institution in Irish homes”, Mr Magee added at the time.
It is not yet known who will be the next host of the Late Late Show after Ryan Tubridy steps down on May 26, but speculation is rife it could be Claire Byrne who will take over the hot seat from September.
Meanwhile, RTE's longest-running soap, Fair City, is struggling to find a new sponsor for the first time in nine years. Fair City is advertising a new sponsorship deal after Chill Insurance did not renew its contract with the station.
The sponsorship is for a minimum of three months, four days a week for €150,000 – but advertisers haven’t found a new sponsor for the programme, which should’ve begun on May 1.
Advertisers for RTÉ wrote: “For the first time in nine years Fair City is available for sponsorship on RTÉ One. Fair City is not only Ireland’s most popular soap, it’s also the longest-running soap on Irish television.
“Now into its 34th year, the award-winning drama is watched by over 300,000 adults per episode on television reaching over 1.2 million adults each week. Family and community have always been at the heart of Fair City with storylines reflecting the values and mores of community life across Ireland, making it hugely popular with viewers.
“Over the past 30+ years, Fair City has tackled many topical and sometimes controversial storylines previously unseen on Irish television.
“The storytelling is universal in nature yet specific to its location in north Dublin City and stories are told in a way that can be tragic, witty and poignant. This is a drama that has broad appeal for all audiences. Fair City is filmed at RTÉ Studios Donnybrook in full HD.”
RTE has said it is offering 2 x 10”, 2 x 7” around each broadcast, 48 Stings per week including all repeats but they do not want a supermarket sponsor.
The programme already has a long-term arrangement with Spar owner BWG Foods. In 2011 the opening of a Spar in Carrigstown, the fictional suburb in the show, became RTÉ's first high-profile product placement deal following a relaxation of broadcasting regulations.
Sponsorship also includes promos across TV and social media.
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