Louise Duffy Show Secures New Sponsorship on RTÉ Radio 1
The Louise Duffy Show has secured a 12-month sponsorship agreement with Fiat. The deal brings the carmaker into a key daytime music slot on RTÉ Radio 1 at 3pm.
Deal specifics
The partnership was brokered by WPP. Fiat will appear across weekday broadcasts via sponsor-credited stings.
Promotional activity will also run on other RTÉ Radio 1 programmes. These include Rising Time, Arena and Sunday with Miriam.
On-air format and audience
The show mixes classic tracks with contemporary music. Louise Duffy features interviews, studio sessions and on-air plays.
It runs at 3pm and attracts listeners throughout Ireland. The programme showcases both established and emerging Irish talent.
Sponsorship activations
- Sponsor-credited stings during weekday shows.
- Cross-promotional spots on selected RTÉ Radio 1 programmes.
- Brand presence aimed at broad daytime audiences.
Statements from the partners
John Saunders, Managing Director at Fiat Ireland, said the tie-up reflects Fiat’s accessible and personality-driven image. He noted Louise Duffy’s strong rapport with listeners across the country.
Tara Farrell, RTÉ Radio Sponsorship Manager, described the programme as an intimate hour of music. She added it plays an important role in RTÉ’s revamped schedule.
Strategic value for Fiat
The sponsorship marks a targeted move into Irish radio. Fiat plans to reach listeners from the school run to moments of downtime.
For brands, the show provides a direct line to an engaged and loyal audience. The arrangement reinforces the programme’s commercial and cultural relevance.
Filmogaz.com
