Sky TV sponsors radio football

Sky has signed deals with talkSPORT and Absolute Radio to sponsor each stations’ respective Barclays Premier League football coverage.

The satellite broadcaster will promote its range of channels and services, including Sky Sports, and create awareness of Sky 3D.

Under the new agreements, which starts today (Wednesday), Sky will promote its line-up of Sky Sports channels, including Sky Sports News. The radio promotions will also outline key programming highlights from the Sky Sports schedule as well as creating awareness of Sky 3D, in anticipation of its launch to Sky+HD homes on 1st October 2010.

Absolute Radio will be offering listeners a choice on a Saturday afternoon by splitting its frequencies to encompass live commentary sponsorship on AM and a new service called Absolute Radio Extra on DAB.

Luke Moore, Head of Sponsorship at Absolute Radio said: “We made a huge mark on the football world this summer with Baddiel and Skinner and are continuing that with our Premier League coverage. This is an natural extension of our entertainment offering and these exclusive premium property rights offer an enticing opportunity for Sky. We are delighted to have a brand with such strong football credentials on board and it makes for a great partnership. We can’t wait for the season to get under way!”

talkSPORT will offer listeners a build up to the day’s action and ‘Around the Grounds’ commentary. The deal also covers UTV Pitch’s other media platforms including, talkSPORT Magazine and the free weekly sport magazine, Sport.

Matt Wilson, Director at talkSPORT sales house UTV Pitch said: “This partnership with Sky recognises the investment we are making in growing our audience across both radio and online. talkSPORT will give Sky the perfect platform to reach football-obsessed fans across the nation.”

Andrew Mortimer, Sky’s Director of Media Strategy and Planning, said: “We are delighted to have reached agreement with both Absolute and talkSPORT and look forward to extending what are excellent and long standing relationships. The campaign will focus on reaching sports fans in a way which is creatively engaging and which harnesses Sky’s trusted reputation for delivering the most comprehensive and innovative sports coverage around.”

The deals were brokered by Bob Suppiah, Sky’s Director of Promotions and Partnership Marketing, and Charlie Yeates, Associate Director at Mediacom. They will be managed by Joanna O’Driscoll, Head of Radio at The Promotions Factory.

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