The Tarmac Rally Organisers Association (TROA) last evening (Sunday 19 November 2017) confirmed it has reached agreement with Dance To Tipperary as title sponsor for the Irish Tarmac Rally Championship (ITRC).
The deal is for an initial three years, – 2018, 2019 and 2020 – with the championship being known henceforth as the Dance To Tipperary Irish Tarmac Rally Championship.
Dance To Tipperary is a London based predominately Irish music collective founded in 1998. Over the past two decades, it has developed a unique and successful enterprise combining Irish, EDM, Celtic, Rock, Pop, Techno and Trance music to create a flow of Top 30 Hits and No.1 Dance Singles with sales in more than 35 countries.
The ITRC is Ireland’s number one rallying championship combining seven events around the country – north and south.
Dance to Tipperary will be the official title branded partner of the championship as well as the co-production and distribution partner for its TV and media feeds. You could call it an early stage dynamic new Irish sports version of the hugely successful Red Bull Media House!
The sponsorship agreement gives Dance To Tipperary co-branding and co-title of the championship, on-event signage including decals on all championship entries and co-branding on official championship merchandise.
Dance To Tipperary also intends to appoint select brand ambassadors for the Dance To Tipperary Irish Tarmac Rally Championships TV, Radio, and online media output. These will be selected from drivers and co-drivers, radio and TV personalities, YouTube Stars, musicians and other longtime associates and friends. The main criteria will be that the brand ambassadors represent the core brand values of both Dance To Tipperary and the Championship.
Brand Ambassadors and other details of the sponsorship to be announced at the official launch of the Dance To Tipperary Irish Tarmac Championship on December 9th.
TROA Chairman David Gray said “We are thrilled to welcome Dance To Tipperary on board. As rallying supporters know, the environment is challenging for sponsors. TROA board members worked carefully over recent months to secure this deal. Dance To Tipperary is a name well known and familiar to many rally fans. We look forward to working with them for the 2018 championship and in the years ahead to further build the ITRC as a championship and event with an even greater experience for participants and supporters alike”.
TROA Director Colman Hegarty said, “although the past ten days brought some disappointing news for the ITRC, we are immensely happy to have secured a three-year commitment with a brand like Dance To Tipperary that knows and understands the true value, sports and lifestyle exposure the Irish Tarmac Rally Championship brings in a modern digital world and we look forward to making the Championship even more attractive to other brands and media partners with their assistance during that period.”
TROA Championship Manager Paddy Flanagan added “We are delighted to have secured a title sponsor who truly understands Irish rallying, promotion, new media, and shares a mutual love and respect of our sport and its fans”
In response, Tricia Kelly accordion player of Dance To Tipperary and originally from Cape Clear in Co.Cork said, “it is 20 years next year since we started Dance To Tipperary and the sport of rallying played a big role in our early success. It feels right to begin our celebration of 20 years of Dance To Tipperary by availing of this opportunity and becoming the title sponsor of the Irish Tarmac Rally Championship. Rallying is an attractive, accessible sport for men, women and youth alike. We already have many fans in common and look forward to reaching many more together. We believe that we can help further build the appeal of the Championship working with TROA to apply the experience and knowledge gained in building our brand to make the most of this wonderful year-round championship and great exciting country-wide events”.