Fordel sponsors Business Today on Newstalk's The Hard Shoulder in Irish B2B media deal

Irish wealth management firm Fordel has secured the sponsorship of Business Today on Newstalk's The Hard Shoulder, placing the fast-growing financial brand within one of Ireland's most prominent business and current affairs radio programmes in a deal that targets a senior professional and executive audience.

AdWorld reported that the sponsorship was brokered by Digital Impact and NDAS, and marks a notable move within Ireland's B2B media landscape, where sponsorship opportunities tied to premium business and current affairs programming remain relatively rare.

Declan Kelly, managing partner at Digital Impact, said the best partnerships work when the audience, content and brand all fit, describing Fordel as an intelligent wealth management company partnering with an intelligent business programme and calling it a brilliant fit.

Nicky Doran, founder and director of NDAS and chief marketing adviser to Fordel, said Business Today on The Hard Shoulder gives the brand a credible platform to reach a highly relevant audience with a message that feels natural, useful and timely, noting that Fordel has a clear brand idea built around wealth management centred on the client.

Fordel positions itself as a modern alternative to traditional wealth management providers, built around intelligent advice and transparent client relationships. The sponsorship forms part of a broader strategy to build recognition among Ireland's business owners, high-net-worth individuals and senior professionals, while expanding awareness of its proposition to a wider business audience.

The Hard Shoulder is presented by Ciara Kelly and Shane Coleman and airs on Newstalk each weekday, drawing a consistent audience of business-focused listeners across Ireland.

Find out more about this new Irish business media sponsorship partnership.