Carlton has just signed a deal with Carling Black Label. The beer company is to sponsor the station’s new show Do I Not Like That! The programme begins its 13-week-run in the Carlton and Central regions on Thursday. Hosted by Richard Littlejohn the show will debate all that is current and crucial in the world of football. Leading names from the world of soccer and celebrity fans of the game will join Littlejohn each week. David Prosser, Carlton’s head of sponsorship, said: “This deal highlights how importantly advertisers view regional programming.”
Regional radio is also picking up sponsorship. Continental Airlines is to sponsor two new business programmes on London News Direct 97.3FM, Dawn Traders and Business World Tonight.
Carlton: 0171 240 4000
London News Direct:0171 973 1152
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