OUTsurance Sponsors Oliver Callan Show on Rté Radio 1

In Short

• OUTsurance will sponsor The Oliver Callan Show on RTÉ Radio 1 from July 1, 2026.
• The deal runs for 12 months and includes on-air sponsorship credits, network-wide promos, and digital sponsorship.

What Happened

OUTsurance has agreed a 12-month radio sponsorship with RTÉ Radio 1 for The Oliver Callan Show, starting Wednesday, July 1, 2026. The programme airs from 11am to 1pm and RTÉ says it reaches about 296,000 daily listeners in its new slot.

RTÉ Commercial said the sponsorship was brokered directly with the insurer. The package includes six sponsor-credited stings per show. A sting is a short audio ident that names the sponsor, similar to a brief “brought to you by” message.

It also includes six premium sponsor-credited promos across the wider Radio 1 schedule. RTÉ named Morning Ireland, Today with David McCullagh, Liveline with Kieran Cuddihy, and Brendan O’Connor among the shows carrying these promos.

The agreement extends beyond broadcast. RTÉ said OUTsurance will also sponsor the show homepage and listen-back pages, which are the web pages where audiences stream episodes after the live show.

RTÉ’s Sponsorship Manager Tara Farrell said the partnership also covers spot advertising, HPTOs, and native articles. HPTOs are “high-profile takeovers”, meaning ad placements that dominate a page or section for a period.

OUTsurance CMO Ian Kennedy said the company wants to reach more Irish consumers and highlight its OUTbonus offer, which it describes as 10% cashback on insurance premiums. He also pointed to its call handling performance and “human interaction” approach.

Why It Matters

For insurers and consumer finance brands, radio still offers a cost-effective way to build trust at scale. Adding digital listen-back and homepage placements helps extend reach to on-demand audiences and supports measurable campaigns.

For African operators watching brand expansion playbooks, this is another example of how offline media, backed by digital inventory, is still used to drive customer acquisition in mature insurance markets, even as performance marketing costs rise.