WEALTH July 3, 2026 0 Comments

Kia Ireland’s Bold Move: Why Securing The Hard Shoulder Sponsorship Could Redefine Their Market Dominance Overnight

Ever wonder what happens when a car brand decides to take the wheel of one of Ireland’s most popular drivetime shows? Kia Ireland just shifted gears, becoming the title sponsor of Newstalk’s flagship programme, The Hard Shoulder, locking in a 12-month deal that’s set to turbocharge their presence across the airwaves. Picture this: over 150,000 captive drivers tuning in each weekday evening, and Kia right there in the driver’s seat, revving up their visibility through a crafty mix of on-air and digital spots. It’s a slick move—especially with six new vehicle models freshly rolled out—putting Kia in the fast lane to connect more deeply with Irish consumers. With hosts Ciara Kelly and Shane Coleman steering the discussion, it’s a partnership revving up not just for the commute, but for brand dominance. Ready to see how this sponsorship could change the game for Kia in Ireland’s bustling motor market? LEARN MORE

Kia Ireland has become the new title sponsor of Newstalk’s flagship drivetime programme The Hard Shoulder in a 12-month partnership designed to strengthen the car brand’s visibility with one of Ireland’s largest radio audiences.

The sponsorship agreement, brokered by Media Central and Havas Media, will see Kia Ireland become the title sponsor of the weekday programme hosted by Ciara Kelly and Shane Coleman, which attracts an audience of approximately 153,000 listeners during the evening commute.

The campaign includes a mix of on-air and digital advertising, including weekly programme promotions, sponsor stings within the show, display advertising and promotional activity throughout the year.

Media Central said the partnership combines premium radio advertising with digital channels to maximise audience engagement and brand awareness.

Ross McDonnell, Sponsorship Director at Media Central, said the programme offers an ideal platform for the automotive brand.

“It’s been a joy to have worked with Kia Ireland and Havas Media to bring this partnership together.

“The Hard Shoulder is one of Ireland’s most listened-to and trusted radio programmes, making it an excellent platform for Kia Ireland to connect with audiences nationwide.

“It’s a collaboration that will deliver real value for both brands, and we’re excited to see it come to life on air over the next 12 months.”

The sponsorship comes at a busy time for Kia Ireland, which has introduced six new vehicle models over the past six months.

Managing director Ronan Flood said the partnership provides an effective platform to promote the company’s expanding range.

“We are delighted to have the opportunity to partner with The Hard Shoulder.

“As a brand, we are in the unique position of having launched six new vehicles in the past six months.

“Working with the team in Newstalk, they have provided us with a platform to promote these individual models to their listeners in one simple and easy to manage sponsorship package.

“We look forward to the year ahead which coincides with a very exciting time for the motor industry in Ireland.”

Havas Media, which negotiated the deal on behalf of Kia Ireland, said the sponsorship aligns the brand with trusted content during peak commuting hours.

Ciara Kelly (Presenter, The Hard Shoulder, Newstalk), Cathal Kealey (Head of Marketing & PR, Kia Ireland), Shane Coleman (Presenter, The Hard Shoulder, Newstalk), Ronan Flood (MD, Kia Ireland)

Ed Privett-Collins, Head of Investment at Havas Media, added: “We are delighted to have negotiated this partnership between our client, Kia Ireland, and Newstalk’s The Hard Shoulder. Our aim was to align Kia with content that reaches an engaged audience during the evening commute.”

The sponsorship is intended to reinforce Kia Ireland‘s position in the Irish market while associating the brand with one of the country’s best-known current affairs and talk radio programmes.

Photo: Emma Mather (Account Executive, Havas Media), Steph Coates (Head of Client Service, Bonfire Limited), Aarushi Tyagi (Senior Media Manager, Havas Media), Ciara Kelly (Presenter, The Hard Shoulder, Newstalk), Cathal Kealey (Head of Marketing & PR, Kia Ireland), Shane Coleman (Presenter, The Hard Shoulder, Newstalk), Ronan Flood (MD, Kia Ireland), Ross McDonnell (Sponsorship Director, Media Central), Caoimhe Gaffney (Agency Account Manager, Media Central)