Kia Ireland has become the new title sponsor of Newstalk's flagship drivetime programme The Hard Shoulder in a 12-month partnership designed to strengthen the car brand's visibility with one of Ireland's largest radio audiences. The sponsorship agreement, brokered by Media Central and Havas Media, will see Kia Ireland become the title sponsor of the weekday programme hosted by Ciara Kelly and Shane Coleman, which attracts an audience of approximately 153,000 listeners during the evening commute.