Slammers And Racers For Virgin Radio

Virgin Radio has announced details of two new sponsorship deals, one with Cuervo Gold tequila for the Virgin Radio Party show and one with Toyota promoting the car manufacturer’s involvement with this year’s Grand Prix.

Cuervo’s two month sponsorship, which began on 5 April, is the second time such an arrangement has been made, as the drinks brand also ran a similar campaign over Christmas and New Year (see Jose Cuervo Takes A Shot At Radio Ads). The deal involves a bespoke cross-media package including online and on-air activities. The Virgin Radio Party Show goes out on Fridays from 6pm to 10pm and on Saturdays from 7pm to 10pm.

Josephine Villegas, Jose Cuervo brand manager at Guinness UDV, said: “Virgin Radio’s approach to sponsorship allows us to bring a personality to the brand that we couldn’t do through other media.”

Toyota’s deal with Virgin Radio will see Grand Prix bulletins broadcast from each race and qualifying session, through Virgin Radio sports presenter Dominic Johnson. This will consist of a race bulletin from each qualifying session every other Saturday, a race preview on Sunday mornings before each Grand Prix and a race review on the Breakfast Show on Monday mornings. The 60-second bulletins will be topped and tailed with Toyota credits.

The package will begin on 27 April with the Barcelona Grand Prix and continue throughout the summer for the remainder of the season.

Virgin Radio: 020 7434 1215 www.virginradio.co.uk

Recent Sponsorship stories from MediaTel NewsLine: Chrysalis Brings Tetley To Heart Listeners £1.5m Sponsorship Deal For NME Capital Partners Safeway For ‘Picnic 2002’

Subscribers can access ten years of media news and analysis in the Archive