Sponsorship boost for Benetti as RTÉ coverage returns to Doonbeg
Sponsorship and broadcast details
Benetti Menswear has renewed its sponsorship of RTÉ’s coverage of the Amgen Irish Open for a sixth consecutive year, extending a partnership that began in 2021. The deal, brokered by The Engine Room, covers sponsorship stings across RTÉ2 and RTÉ Player and includes digital takeovers on RTÉ.ie, giving the Irish menswear brand repeated visibility around one of the country’s biggest golf moments. (adworld.ie)
Event context and international attention
The 2026 Amgen Irish Open is being played at Trump International Golf Links and Hotel in Doonbeg, County Clare, from 10 to 13 September, with RTÉ scheduled to broadcast more than 20 hours of live coverage. The tournament’s profile has been amplified by the arrival of a high profile United States visitor, an attention magnet that has pushed the event well beyond its usual sporting headlines. (adworld.ie)
Field and audience pull
This year’s field features household names such as Rory McIlroy, Shane Lowry and Jon Rahm, a line up that guarantees sizeable audiences both on the ground in West Clare and across television and digital platforms. For brands like Benetti, that audience mix is the central commercial attraction. (adworld.ie)
Why Benetti is backing the Irish Open
From a marketing perspective, the logic is straightforward. Benetti is positioning itself alongside premium Irish sporting moments to underline its credentials in tailoring and smart menswear. The brand’s own positioning emphasises modern tailoring and quality fabrics, making golf sponsorship a natural fit for product storytelling and upscale customer reach. (benetti.ie)
Commercial and reputational considerations
The renewal highlights two realities for Irish broadcasters and brands. First, free to air exposure around live sport remains one of the few guaranteed ways to reach mass domestic audiences in real time, a point RTÉ has leaned on as it monetises its digital and linear inventory. Second, when a sporting event is hosted at a polarising venue, sponsors accept amplified scrutiny as part of the bargain. That trade off can deliver scale and immediate sales opportunities, but it also carries reputational risk that requires careful brand stewardship. (en.wikipedia.org)
Voices from the deal
Benetti’s marketing lead framed the partnership in simple terms: Golf enjoys broad appeal across Ireland, making the Irish Open a particularly useful platform for the brand. “Golf has a huge following across Ireland,” the company said. RTÉ’s commercial team described Benetti as a valued partner in delivering live coverage into homes nationwide, while The Engine Room highlighted the value of premium, free to air sport for advertisers seeking scale. (adworld.ie)
What this means for the market
For smaller Irish brands aiming to punch above their weight, repeat sponsorship of national sporting properties is a proven tactic to accelerate brand recognition. For broadcasters, long running partnerships such as this are a reminder that commercial deals remain central to funding ambitious live output. Expect more native sponsorship activations and digital-first executions as brands try to extract measurable returns from high profile sporting weeks. (adworld.ie)
Background and further reading
Details of the renewal and commentary from RTÉ, Benetti and The Engine Room were first reported by AdWorld. For more on the venue and event logistics see Trump International Golf Links, Doonbeg and the Amgen Irish Open pages. (adworld.ie)
