Kia Ireland announces year-long sponsorship deal with Newstalk for 'The Hard Shoulder'

24 June 2026 – Kia Ireland are delighted to announce its new partnership with Newstalk as title sponsor of the station’s flagship drivetime programme, The Hard Shoulder, hosted by Ciara Kelly and Shane Coleman.

The 12-month sponsorship, brokered by Media Central and Havas Media, sees Kia Ireland partner with one of the most recognisable radio shows in the country, delivering a significant cross-platform campaign designed to connect the car brand with Newstalk’s highly engaged national audience.

The partnership deal will see Kia Ireland benefit from a broad suite of on-air and digital activations including weekly show promos, in-programme sponsor stings, digital display advertising and promotional activity across the year. 

The sponsorship deal has been designed to deliver consistent brand visibility and audience engagement across multiple touchpoints, combining the strength of premium audio with targeted digital advertising opportunities.

Speaking about the sponsorship, Ross McDonnell, Sponsorship Director at Media Central says: ‘'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.’’

Ronan Flood, Managing Director at Kia Ireland adds: ‘’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.’’

Ed Privett-Collins, Head of Investment, Havas Media adds: ‘’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. This collaboration reflects our focus on creating effective media solutions that support brand visibility and resonance for Kia, reinforcing their strong presence in the Irish market.’’

Eric Moylan, Managing Editor at Newstalk says: ‘’We’re delighted to have Kia Ireland come on board to sponsor The Hard Shoulder. Having such a well-respected and trusted brand with a presence around the country, tallies with the programme and the great work being delivered by the team each day. We’re looking forward to a successful journey together.’’

Steph Coates, Head of Client Service at Bonfire, says: ‘’The Hard Shoulder sponsorship is a perfect fit for Kia Ireland. On the messaging front, we have amplified and leaned into the dynamic synergies of both brands.’’

The deal was brokered with the campaign aiming to reinforce Kia Ireland’s strong presence in the Irish market, while aligning the brand with Newstalk’s trusted, high-quality national content.

The Hard Shoulder, hosted by Ciara Kelly and Shane Coleman airs weekdays 16:00 – 19:00 only on Newstalk, informing and entertaining an audience of 153,000, delivering trusted content, opinion and conversation that counts to listeners during the busy evening commute.