Sky sponsors Real Radio network breakfast

Real Radio’s five breakfast shows will all be sponsored by Sky from Monday, in a new major new agreement for the group.

It’s the first time the stations have had a joint sponsor across the network, and launches the same day the group introduces networking programmes from 10am till 4pm weekdays.

Last year, Sky commenced sponsorship of all breakfast shows on the Heart network.

Sky will use the nine month sponsorship to promote a variety of its key channels and programmes during Real’s 6-9am breakfast shows.

A mix of on-air 60 second features on new and favourite programmes and sponsorship credits will be complemented by online and mobile activity.

The breakfast activity will be complemented each weekday by a further 60 second feature during the drive-time shows. Three on-air promotions also feature as part of the deal and extensive prominence within a number of listening areas on station websites will reinforce key messages.

During November Sky will highlight its Switch on TV service promoting shows from its main channels: Sky 1, Living, Sky Arts, Sky Atlantic, FX, History, Discovery and Eden.

Real and Smooth Limited National S&P Director John Walker said: “This is the first time we have created a network breakfast sponsorship for Real Radio and we are delighted to welcome one of Britain’s strongest entertainment companies onto our stations as a sponsor. Real has an extremely powerful presence in the lives of families in large regions of the country as well as Wales and Scotland so we look forward to working with Sky to promote its programmes and channels in the coming months. Future day-time networking on Real Radio enables us to provide clients with further powerful opportunities to not only reach much of ‘middle England’ but ‘Middle Britain’ on one network of radio stations.”

Bob Suppiah, Director of Promotions and Partnership Marketing for BSkyB ltd, said: “We are looking forward to working with Real Radio and this sponsorship will allow us to showcase the breadth of quality entertainment on Sky’.

The deal was initiated by Louise Martin from Real and Smooth Limited’s national Sponsorship and Promotions team and Lauren Croly from Mediacom.