Ford has been unveiled as the new sponsor of the popular mid-morning Dermot & Dave show on Today in a deal that was brokered by Media Central and Mindshare, Ford’s media agency.

The sponsorship will see Ford “go further” with the show through taglines, stings, outside broadcasts, native and video content that will integrate the brand across all of Today FM’s platforms.

According to Ciarán Mahon, chairman and managing director of Ford Ireland: “We are delighted to be named title sponsor of the hugely popular Dermot & Dave Show. Like the legions of other listeners of the show, I really enjoy the interaction between Dermot & Dave on the radio and we are excited to reconnect with the lads following their involvement in past promotions with Ford, including last year’s ‘Find a Ford’ activation and the 2016 Mustang Run event with son of Steve McQueen, Chad McQueen, that marked the arrival of the iconic Mustang in Ireland.”