Volkswagen are driving their IRFU partnership

Volkswagen, Ireland’s Number One Automotive Brand and official car supplier to the IRFU this week handed over a brand new fleet of Volkswagen vehicles to the IRFU as part of their sponsorship. The sponsorship which has been in place since 2011 entitles Volkswagen to an official IRFU partner designation, advertising at matches and in match programmes and the support of a range of IRFU players.

The fleet of 60 cars handed over to the IRFU will include a range of Volkswagen vehicles including the neweighth-generation Volkswagen Passat which has just gone on sale. The new car boasts a brand new design, new engines and a host of new technologies.

Pictured at the handover of the new Volkswagen IRFU fleet are (from left to right): Marty Moore; Tiernan O’Rourke, National Corporate Sales Manager, Volkswagen; Paul O’Sullivan, Head of Marketing, Volkswagen; Tommy O’Donnell and Simon Zebo.

Commenting, Paul O’Sullivan, Head of marketing, Volkswagen Passenger Cars, said: “We are very proud to be partners of Irish Rugby. We are delighted to hand over the 151 vehicles including the new Passat which is proving very popular. We wish the team every success in the year ahead and we look forward to supporting them all the way.”

The group will activate the sponsorship at various points throughout the year and have hinted at a new above the line campaign around the partnership featuring Ireland coach and VW ambassador Joe Schmidt.

The six figure sponsorship represents a major marketing investment for Volkswagen. The automotive group also recently announced a new sponsorship of the Ray D’Arcy show on RTE radio 1. Following controversy relating to Ray’s pay at RTE, a spokesperson from Volkswagen said that the sponsorship is of the show and it is based on the value of the airtime and the marketing opportunities which the brand will receive through its association with a broadcaster of Ray’s caliber.