UPC Ireland is has launched a 2 million campaign to promote its sports coverage and Horizon TV service.

The cablenet has taken out sponsorship of the Off the Ball programme on commercial radio station Newstalk. Its the first time UPC Ireland has ventured into radio sponsorship.

The 2 million campaign includes heavyweight TV and radio media advertising across the main national channels with 45% of the budget targeting broadcast and the remainder focused on print, digital media and outdoor.

Meadhbh Quinn, head of brand & marketing communications at UPC Ireland comments: Were passionate about delivering truly great entertainment for our customers. Were offering more sport, more choice and more reasons to watch top class sporting action from around the world through UPC. New customers can switch on to our latest Sky Sports offer for just 1 per month which is simply unrivalled in the marketplace.

Sky Sports is being offered at the loss leader of 1 a month for the first six months for new Horizon TV subscribers.

The campaign was created by advertising agency Irish International and directed by Ad Director Kevin Thomas, with media buying handled by Carat.