Ford Sponsorship Drives Talksport Breakfast Show
The UK’s only national speech-based sports station, talkSPORT, has secured car maker Ford as the exclusive sponsor of its breakfast show, claiming the deal to be the largest sponsorship ever embarked upon by the motor giant.
Under the deal Ford will be linked with the show, presented by ex footballer Alan Brazil and journalist Mike Parry, dubbed by the Sun to be “the most explosive show on radio” and commended by the Heritage Foundation as being the “Best Radio News and Information Show”.
Commenting on the deal, Ashley MacKenzie, national sales director of talkSPORT‘s parent company, The Wireless Group, said: “Ford is the largest consumer brand in sport. That they have chosen to work with talkSPORT says it all.”
Ford’s commercial marketing manager, Jon Fisher, explained the reasons for the company choosing the station, stating: “talkSPORT provides an excellent medium for topical interaction with commercial vehicle operators and drivers, enabling effective communication of the strengths of the Transit brand and building on the rich Ford Transit heritage in Britain.”
The move follows a similar deal between talkSPORT and Seat UK last month, when the station secured the car manufacturer as the six-figure sponsor of its Sports Performance of the Month awards (see TalkSPORT In Pole Position With New Sponsor).
Competition among radio breakfast shows has become increasingly heated lately, with Johnny Vaughan’s installation as host of Capital FM‘s morning slot being backed by a massive marketing campaign (see Capital Pushes Vaughan With TV Ad Campaign). Jono Coleman’s Heart FM offering has also seen promotional activity, while Chrysalis-owned LBC 97.3 FM is also planning a TV campaign to boost Nick Ferrari at Breakfast (see LBC Gears Up For Breakfast Battle With Ferrari Promotion).
According to the latest RAJAR figures for the three months to December, talkSPORT suffered a 22.7% year on year dip in weekly reach to below the 2 million mark. However, the station recently announced record revenues, with profits rising by 42% in October last year (see Impact Announces Promotions Amid Record Revenues).
talkSPORT: 020 7959 7800 www.talksport.co.uk
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