S4C has agreed a nine-month sponsorship deal with Real Radio in what is the Welsh broadcaster?s first-ever radio sponsorship.
From mid September onwards, S4C will sponsor Real Radio?s weekday evening ?Real Sports Phone In? show, presented by Alex Feeney.
The deal aims to raise awareness of S4C?s extensive sports coverage, which includes the Heineken Cup, Celtic League, Anglo-Welsh Powergen Cup, French championship and Wales? international rugby matches, as well as domestic and European football and the GB Rally competition.
The partnership comes at an exciting time for Real Radio as it celebrates its fifth birthday on 3 October and remains Wales? No.1 commercial radio station with a weekly reach of 378,000 listeners.
Andy Carter, Managing Director of Real Radio in Wales, says, ?We?re delighted that S4C has chosen to partner with us as it is great for TV and Radio to work together and complement each other. Between us we will provide Wales with the best possible sporting coverage.?
Eleri Twynog Davies, S4C?s Head of Marketing, adds, ?This sponsorship deal will help reinforce S4C?s position as the leading provider of free-to-air TV sports coverage in Wales.
?The Heineken Cup gives S4C an opportunity to attract an even wider audience across south Wales and further afield. Real Radio is the perfect partner for helping us to attract that audience to our ever expanding rugby coverage as well as a range of other programmes.?