XL Retail wins at Irish Sponsorship Awards

XL's on-screen store in Ros na Rún has seen plenty of drama and intrigue

XL has been recognised at the annual Irish Sponsorship Awards, which took place in Dublin recently. The community-based retailer claimed the Best Low Budget Sponsorship award at the event, which hosted more than 350 professionals from across the industry.

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18 December 2018 | 0

XL has received national recognition from peers across multiple sectors at the annual Irish Sponsorship Awards, which have taken place in Dublin. The community retailer claimed the Best Low Budget Sponsorship award.

The Irish Sponsorship Awards set the benchmark for excellence and innovation, recognising the professionalism, contributions and flair of companies and individuals who engage in the industry. To that end, XL was recognised in particular for its support  of the Irish language through the on-screen sponsorship of Ros na Rún, TG4’s long-running Irish language soap opera.

Now entering the second year on set, the branded XL Siopa is “at the heart of the action” within the fictional Connemara community.

John Moane, managing director of BWG Foods Wholesale, which operates the XL brand, said the company is very pleased the win, especially considering the intense competition that exists within the category. “XL stores are known for the prominent role they play in community life across Ireland,” Moane said, “and this sponsorship platform has provided a unique opportunity for XL to demonstrate this on a national broadcast platform.”

As part of the XL partnership with TG4, the store is supported by an actual XL development manager, similar to operating stores, to ensure that it is appropriately stocked, merchandised and well presented for advance filming schedules.

 

 

 

 

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