Welcome to the automated Brand Tracker diaries.
Mercedes-Benz Returns as Sponsor of RTÉ’s The Traitors Ireland
Source: https://www.adworld.ie/2026/07/31/mercedes-benz-returns-as-sponsor-of-rtes-the-traitors-ireland/
Goal: To enhance brand visibility and connection with audiences through sponsorship of a popular TV show.
Claim: Commitment to delivering unparalleled luxury, performance and an exceptional brand experience.
Media: RTÉ One, RTÉ Player
Summary: Mercedes-Benz Ireland has renewed its sponsorship of the reality TV series The Traitors Ireland for its second season, continuing to feature their GLC SUVs throughout the show as part of the contestants' journeys and strategy discussions, thereby enhancing brand visibility and engagement.
Blackrock Health to Sponsor Newstalk’s Weather Updates
Source: https://www.adworld.ie/2026/07/31/blackrock-health-to-sponsor-newstalks-weather-updates/
Goal: To build awareness of Blackrock Health's hospitals and healthcare services.
Claim: Helping people access trusted healthcare from the experts.
Media: Newstalk radio station
Summary: Blackrock Health has become the sponsor of Newstalk Weather through a 12-month agreement, brokered by Media Central and Core Sponsorship. This partnership aims to give Blackrock Health national reach and frequent exposure, promoting its healthcare services and facilities. The sponsorship aligns well with Newstalk's values and provides a credible environment for audience connection.
Jameson teams with NFL as global sponsor amid spirits market struggles
Goal: To enhance fan engagement and elevate the fan experience during NFL events.
Claim: Jameson is the perfect partner to enrich our fan engagement.
Media: broadcast, digital, and social channels
Summary: Jameson has entered a multiyear partnership with the NFL as its official spirits sponsor, replacing Diageo. This sponsorship will feature Jameson across various NFL events, including the Super Bowl and International Games, aiming to enhance fan experiences and create community connections.
After Ten Years: Coca-Cola Becomes a Bundesliga Sponsor Again
Goal: Increase brand visibility in sports
Summary: Coca-Cola has announced that it will become a sponsor of the Bundesliga after a ten-year hiatus. This return to sponsorship aims to enhance the brand's visibility and engagement within the popular football league.
TVNZ sponsors AIMA conference keynote
Source: https://stoppress.co.nz/news/tvnz-sponsors-aima-conference-keynote/
Goal: To support independent media agencies and foster discussion on AI and human judgement.
Claim: Making it easy to back Kiwi
Media: Event sponsorship
Summary: TVNZ has become the premier sponsor for the keynote speaker at the Aotearoa Independent Media Agencies conference, featuring Dr. Mahsa McCauley. The conference, themed 'Indie Edge. Human Advantage', focuses on how AI impacts the indie sector. Dr. McCauley's talk will guide agency owners on the irreplaceable aspects of human judgement amidst technological advancements. TVNZ's involvement showcases their commitment to the independent agency community and local businesses.
Honda Ireland to Sponsor Today With David McCullagh on RTE Radio 1
Source: https://www.adworld.ie/2026/07/23/54485/
Goal: Increase brand exposure to Irish motorists
Claim: Honda is built on quality, reliability, and dependability
Media: RTÉ Radio 1, promotional stings, and homepage sponsorship
Summary: Honda Ireland has partnered with RTÉ Radio 1 to sponsor the show Today with David McCullagh. This sponsorship involves multiple daily promotional spots aimed at enhancing Honda's visibility among Irish drivers, aligning the brand's values with RTÉ Radio 1's commitment to trusted journalism.
Sponsors of The Evening Year VI: The Brands Joining In
Goal: Promote the event and brands through sponsorship
Media: Twitch, TikTok Live
Summary: La Velada del Año VI is returning on July 25, 2026, as a major entertainment event hosted by Ibai Llanos, featuring celebrity matchups and attracting tens of thousands of attendees along with millions watching online. The event serves as a significant promotional platform for brands and sponsors, with several companies participating, including Casio and a new fast food sponsor.
New: Rapp Argentina and Assist Card unveil a manifesto on different ways to support
Goal: To conclude the brand's support for the Argentina National Team in the 2026 World Cup.
Media: archive footage, AI-generated images
Summary: Assist Card, in collaboration with Rapp Argentina, presents 'Asistir', the final piece of communication for its sponsorship with the Argentine Football Association during the 2026 World Cup. This piece marks the culmination of real-time engagement with fans, sharing content before and after each match until the national team's return to the country.
Because Running is Serious Business (Red Cross and AAU in Strategic Alliance)
Goal: To promote healthy lifestyles and community engagement through athletics.
Claim: Nutrition and wellness are for everyone who incorporates sports into their life.
Summary: The Uruguayan Athletes Group (AAU) is partnering with the Red Cross to promote a running championship with 1,400 participants across 20 official races. Herbalife sponsors this initiative to enhance community well-being and emphasize the importance of nutrition for all athletes.
Allianz Ireland to Sponsor Q102’s ‘The Home Stretch with Laura Woods’
Goal: To enhance the listening experience for commuters between work and home
Claim: The moments between work and home are some of the most important in the day
Media: Radio
Summary: Allianz Ireland has secured a sponsorship deal with Q102 for the afternoon show 'The Home Stretch with Laura Woods,' which aims to enhance the experience of listeners during their commute while promoting Allianz's insurance products.
Afas Sponsors Initiative Oormerk for Concert at Lower Volume
Source: https://www.adformatie.nl/marketing/merkstrategie/afas-sponsort-oormerk-voor-concert-op-lager-volume
Goal: Promote quieter concerts
Summary: Afas is sponsoring the Initiative Oormerk, which promotes concerts held at lower volumes to accommodate audiences sensitive to loud sounds. This initiative aims to enhance the concert experience for a wider range of attendees.
Jonnie Cahill from PepsiCo on How to Modernize Sponsorships and Increase Fan Engagement
Goal: Enhance consumer experience through brand sponsorships
Media: WhatsApp and group viewing activities
Summary: Jonnie Cahill, the Chief Marketing Officer of PepsiCo International Foods, discusses in an Ad Age podcast how the brand is modernizing its sponsorships. He emphasizes the importance of improving consumer experience, particularly through Lay's initiatives during the FIFA World Cup, which included innovative group viewing events and a WhatsApp experience. Cahill also shares insights on balancing brand evolution with maintaining core brand values.
Mastercard at the Sarajevo Film Festival: Eleven Years of Partnership Bringing Priceless Experiences
Goal: To provide unique and invaluable experiences for Mastercard users at the Sarajevo Film Festival and promote gender equality in the film industry.
Claim: The red carpet is wide enough for everyone.
Media: Social media, online platforms
Summary: Mastercard has been the exclusive sponsor of the Sarajevo Film Festival for eleven consecutive years, aiming to offer unique experiences for card users. The campaign emphasizes equality and inclusion, featuring benefits for tourists and enhanced ticket purchasing options while also promoting gender equality and community engagement. This year, Mastercard introduced a global dimension by connecting the festival to its Priceless platform, allowing film lovers to participate as VIP guests. The campaign also included numerous local business partnerships and experiences, contributing to a rich cultural immersion.
DiscoverIreland.ie Signs Up as Sponsor of The Traitors Ireland
Source: https://www.adworld.ie/2026/07/17/discoverireland-ie-signs-up-as-sponsor-of-the-traitors-ireland/
Goal: To connect with audiences and inspire travel experiences in Ireland.
Claim: DiscoverIreland.ie connects with an engaged audience through one of the country’s biggest television events.
Media: Television, audio, social media, RTÉ Player, RTÉ Radio 1
Summary: DiscoverIreland.ie, owned by Failte Ireland, has signed up as the new sponsor for the second series of The Traitors Ireland, featuring 240 credited stings in episodes and across various media platforms, aiming to inspire audience engagement and travel experiences in Ireland.
DiscoverIreland.ie backs new Traitors
Source: https://marketing.ie/discoverireland-ie-sponsors-traitors-ireland/
Goal: To promote DiscoverIreland.ie through sponsorship of a reality TV show.
Media: RTÉ One, RTÉ One +1, RTÉ Player, TV, audio, social media
Summary: DiscoverIreland.ie, sponsored by Fáilte Ireland, will back the return of The Traitors Ireland on RTÉ One and RTÉ Player. The sponsorship includes 240 credited stings, live broadcasts, and promotional appearances across various media channels. The show features contestants in a psychological game of deception for a cash prize of up to €50,000.
Sponsoring Switzerland: Brack Wins the 7th Sponsoring Excellence Award – Media Partner
Source: https://www.persoenlich.com/mediapartner/brack-gewinnt-den-7-sponsoring-excellence-award
Goal: To provide real value to fans and promote engagement through sponsorship
Media: Stadium events, merchandising, creative activations
Summary: Brack has become the naming partner of the Brack Super League for the 2025/26 season, expanding its role as a partner of youth football in Switzerland to include the highest tier of Swiss football. Through innovative approaches and integrating various marketing mix elements, Brack aims to offer value to fans, customers, and employees alike. The project was recognized at the Sponsoring Excellence Awards for its comprehensive approach and effective integration with the company's strategy.