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Centra, Ireland’s leading convenience retailer, has today announced its Centra own brand range is the new sponsor of Emmerdale on TV3 and, as a result, becomes the first ever own brand range to sponsor a programme on Irish television. The sponsorship will begin tonight, Wednesday 3 February, with a three year rolling contract, worth €400,000 annually.  

The sponsorship will allow Centra to communicate the scale and diversity of its own brand range to viewers of Emmerdale every week day night on TV3. And in true Centra style, viewers can look forward to being entertained by the advertising stings around the programme, as own brand products come to life and literally do the talking.

Commenting on the announcement, Ray Kelly, Marketing Director, Centra said, “Centra has witnessed a significant increase in demand for Centra own brand products across all 474 stores over the past six months as Irish consumers continue to look for good value without compromising on quality. Centra own brand offers consumers a saving of at least 20 per cent over its equivalent branded competitor. This sponsorship will allow Centra to communicate the fantastic choice and value which own brand offers to the Irish consumer and bring to life the depth of the range. There are over 790 products available across all household categories, with many sourced from Irish suppliers.

According to Pat Kiely, Commercial Director TV3, “We are delighted to have secured Centra, Ireland’s leading convenience retailer, as sponsor of what is one of TV3’s most popular shows. Programme sponsorship represents an important source of revenue for TV3 and Centra’s commitment to sponsoring Emmerdale for the next three years will allow us to continue to bring relevant and entertaining programmes to Irish TV viewers.

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