Kia is back again for a third year as sponsor of TV3’s I’m a Celebrity Get Me Out of Here which will take over TV screens up and down the country from this Sunday night.

The Motor brand first built an association with the programme in 2015 in a deal believed to be worth around €200,000.

Its timing is perfect for a motor brand as they ramp up promotional activity around the 181 Registration season.

The brand at a global level is an official partner of the 2018 FIFA World Cup in Russia so it could be a very big week with the Republic of Ireland on the edge of qualification at the Aviva Stadium tonight.

The partnership with I’m a Celebrity will touch a different audience and be backed up by bumper stings in and out of the programme which airs exclusively in Ireland on TV3.

The programme in Britain is sponsored by bingo website Tombola.com.

Entertainment for Business will report over the coming weeks on the social media activations that the channel and the brand here are putting behind the show and its contestants who this year include the father of English politician Boris Johnson, former footballer Denis Wise and Saturday’s singer Vanessa White.