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MediaTel Staff 

Virgin Secures Drive-Time Sponsor

Virgin Radio has secured Telewest Broadband's Blueyonder internet service as the seven-figure sponsor of its Pete & Geoff drive-time show.

The sponsorship, which runs until June 2003, is designed to raise brand awareness of Blueyonder's broadband service and includes a bespoke and interactive cross-media package incorporating on-air and online activity.

On-air credits communicating the benefits of broadband internet access will run daily throughout the Pete & Geoff show and will be supported by promotional trails and competitions. Telewest branding will also appear on the Pete & Geoff web lounge at, along with banner ads and links to the Blueyonder homepage.

Head of marketing for Blueyonder, John Orriss, said: "This tailor-made campaign enable us to create further awareness within our key audience, of our broadband internet service. Pete & Geoff's enthusiasm for the internet makes the show a perfect strategic fit with our own objective of bringing the benefits if broadband to life."

The deal, which has been negotiated by Media Insight in conjunction with Virgin Radio's Access All Areas initiative, represents the first time that a Virgin Radio drive-time slot has been sponsored.

Meanwhile, TalkSPORT has secured BT as the £300,000 sponsor of its 2002 Today World Cup programme. The month-long deal is designed to promote BT Together's 1571 message service and will be supported by a bespoke programming feature giving sports fans the opportunity to call the show and leave good luck messages for the England team.

The sponsorship continues across where all World Cup pages will have BT branding. A goal of the week competition will also feature on the website giving users the chance to see England play in the European Championship qualifiers.

TalkSPORT has signed a number of World Cup sponsorship deals recently and has formed partnerships with Ginsters (see TalkSPORT In World Cup Deal With Ginsters), The Sunday People (see TalkSPORT Links With Sunday People) and interactive betting company Blue Square (see TalkSPORT Secures World Cup Sponsor).

Virgin Radio: 020 7434 1215 Wireless Group: 020 7269 7180

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