UTV Media’s talkSPORT has done a deal through Mediacom with Sky for the television company to sponsor the station’s Drive Time show.
The multi-platform agreement will run throughout 2013 to promote Sky’s content, products and services.
On air, the sponsorship will include trails, a weekly feature and other ad hoc features during the year. Sky will have a digital presence on the Drive Time page online with multiple ad formats to support the partnership.
Drive Time is presented by Adrian Durham and former England cricketer Darren Gough and is one of talkSPORT’s biggest shows with over 1 million listeners according to the most recent set of RAJAR figures.
The deal was brokered between Anthony Hogg at talkSPORT and Charlie Yeates at Mediacom.
Anthony Hogg, Head of Creative Solutions, talkSPORT, said: “Over the years talkSPORT and Sky have established a strong relationship, sharing some great editorial content and great talent through a variety of on-air properties including features, promotions and sponsorships. This is the natural next step in that partnership.”