Pure Radio Scotland has swapped out its saltire logo for the red, white and green of Italy ahead of England’s Euro 2020 Final on Sunday.
The DC Thomson Group station has also changed its slogan to Italy’s Best Music and the jingles and voiceovers have been substituted for Italian ones and artists like The Proclaimers and Amy MacDonald, replaced by Black Box and Dean Martin.
Pure Radio socials and even the DAB scrolling text have been changed to show Pure Radio Italy.
Pure Radio breakfast host and DC Thomson Group Head Of Presentation, Robin Galloway explained to RadioToday: “We gave out Danish pastries to workplaces before the Denmark game which went down really well with our audience but the morning after the game, listeners bombarded Pure with complaints about over the top, bias TV commentary, so I thought, let’s flip the station name and go all Italian.
“We even deep fried lasagne in focaccia on our segment Deep FRYday. Of course, you may well think this is just Scotland being bitter – and you’d be absolutely right. We hope footballs’ coming Rome”
Pure is going all Italian this weekend🇮🇹 pic.twitter.com/hSZnCKPasU
— Pure Radio (@PureRadioScot) July 9, 2021