Audi Ireland Among Top Winners at The Irish Sponsorship Awards 2024

Audi Ireland Among Top Winners at The Irish Sponsorship Awards 2024

  • Audi Ireland pioneering media-first partnership with Stella Cinema shortlisted for three Irish Sponsorship Awards; Best Entertainment & Event Sponsorship, Best Use of Media Channels and Innovation in Sponsorship
  • Audi Ireland and Stella Cinema sponsorship won an award for Innovation in Sponsorship


Dublin, October 4, 2024 – Audi Ireland sponsorship of Stella Cinema won the Innovation in Sponsorship award at the annual Irish Sponsorship Awards held on Thursday 26th September. The Irish Sponsorship Awards recognise and reward brands, rightsholders, agencies, and media owners, who play a critical role in the delivery of world-class sponsorship programmes executed in Ireland.

Audi Ireland was delighted to announce in June 2023 a pioneering media-first partnership with Stella Cinemas. The partnership was brokered by Pearl & Dean Ireland and PHD Media as the media agency for Audi Ireland. The partnership marked the first time Stella Cinemas showed advertising on its screens with Audi Ireland having exclusivity in the advertising reel, meaning its advert will be the only one shown to audiences across Stella Cinemas at its sites in Rathmines and Ranelagh.

Guests to Stella Cinema were entertained onscreen with advertising featuring the fully electric Audi Q8 e-tron. The Audi Q8 e-tron is the standard for Audi electromobility where boundless creativity in design meets innovation and efficiency for a powerful, dynamic and luxurious driving experience. The sponsorship didn’t end at the screen with an Audi mocktail served in the art deco inspired Stella Bar, nostalgic Audi prints showcased in the foyer, and private screenings for Audi guests and customers also being treated to free popcorn on Monday and Tuesdays once showing their Audi key. This sponsorship embodied all the elements for the Innovation in Sponsorship award, demonstrating a unique approach to a sponsorship activation, demonstrating innovative thinking beyond traditional sponsorship agreements, as well as a new method of sponsorship activation. 

Audi Ireland marketing strive to be groundbreaking and innovative in their work and partnerships and to be shortlisted for three awards an honour in itself. The objectives of the Irish Sponsorship Awards is to raise the bar and promote the sponsorship medium as a key strategic marketing channel through which to deliver business and organisational success.

Commenting on the Sponsorship Awards, Audi Ireland Brand Director Damien O’Sullivan: “The work the Audi Ireland marketing team is incredible and I must recognize the hard work of Audi Ireland Head of Marketing and CX Deirdre Schwer, at Audi we are driven to be innovative in what we do and this partnership was exactly that, a pioneering media first. We also look to reward our loyal Audi customers at every turn and this delivered that also, to receive an award in recognition for this hard work and that of our agency partners Pearl & Dean, PHD and of course Stella Cinema is incredible. I’d like to congratulate them all on their hard work!”

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The specified fuel consumption and emission data have been determined according to the measurement procedures prescribed by law. Since 1st September 2017, certain new vehicles are already being type-approved according to the Worldwide Harmonized Light Vehicles Test Procedure (WLTP), a more realistic test procedure for measuring fuel consumption and CO2 emissions. On September 1st 2018, the New European Driving Cycle (NEDC) was replaced by the WLTP in stages. Owing to the more realistic test conditions, the fuel consumption and CO2 emissions measured according to the WLTP will, in many cases, be higher than those measured according to the NEDC. Therefore, the usage of CO2 emission values measured according to WLTP for vehicle taxation from 1st September 2018 on can cause changes in this regard as well. For further information on the differences between the WLTP and NEDC, please visit www.audi.de/wltp or www.audi.ie/ie/web/en/models/layer/wltp-lp/layer/nefz-wltp.html

We are currently still required by law to state the NEDC figures. In the case of new vehicles which have been type-approved according to the WLTP, the NEDC figures are derived from the WLTP data. It is possible to specify the WLTP figures voluntarily in addition until such times as this is required by law. In cases where the NEDC figures are specified as value ranges, these do not refer to a particular individual vehicle and do not constitute part of the sales offering. They are intended exclusively as a means of comparison between different vehicle types. Additional equipment and accessories (e.g. add-on parts, different tyre formats, etc.) may change the relevant vehicle parameters, such as weight, rolling resistance and aerodynamics, and, in conjunction with weather and traffic conditions and individual driving style, may affect fuel consumption, electrical power consumption, CO2 emissions and the performance figures for the vehicle. Further information on official fuel consumption figures and the official specific CO₂ emissions of new passenger cars can be found in the guide “Information on the fuel consumption, CO₂ emissions and electricity consumption of new cars”, which is available free of charge at all sales dealerships and from DAT Deutsche Automobil Treuhand GmbH, Hellmuth-Hirth-Strasse 1, 73760 Ostfildern-Scharnhausen, Germany (www.dat.de).