Capital Signs Breakfast Sponsorship With Sky
Capital Gold has become the third radio station to secure a sponsorship deal with BSkyB as part of a wider brand marketing campaign launched by the satellite broadcaster last week.
The six-figure partnership will see BSkyB sponsor Capital Gold Network’s breakfast for the next three months, including a specially created bespoke feature showcasing the day’s best television and a range of on-air promotions giving away Sky packages.
The sponsorship covers London, Birmingham, Hampshire, Sussex, Kent and Manchester and delivers BSkyB to a total breakfast audience of around 747,000 listeners across the UK. The deal was created by Bob Suppiah and Fiona Callowhill at Sky and Tony McAllister at Capital Radio Group.
The initiative is part of an extensive cross-media campaign launched by Sky to promote the satellite broadcaster to the millions of viewers who still do not subscribe to it. The ten-week push will showcase the breadth and diversity of Sky’s offering to those who see it as being largely synonymous with football and films (see Sky Targets Digital Refuseniks With Cross-Media Campaign).
Commenting on the deal, Anna Pennington, head of sponsorship, promotions and interactive operations at Capital Radio Group, said: “This is a really exciting and innovative sponsorship package that will play an integral role in supporting Sky’s planned marketing strategy.”
Charles Ponsonby, marketing director at Sky, added: “We are delighted to be sponsoring the Capital Gold Network breakfast show. With this targeted activity we aim to re-introduce the breadth and depth of quality programming on Sky to Capital Gold listeners.”
Earlier this week Classic FM secured Sky as the exclusive sponsor of its daily drive-time show and Virgin Radio recently partnered the satellite broadcaster with its high-profile Pete & Geoff breakfast show in a deal that also included an extensive online element (see Virgin Reaches For The Sky With Breakfast Sponsorship).
The latest RAJAR listening figures for the three months to June 2004 reveals a relatively lacklustre performance for Total Capital Gold, which saw its weekly reach decline by almost 20% year on year to 1,205,000, down from 1,503,000 in the same period the previous year.
Capital Radio: 020 7766 6000 www.capitalradiogroup.com
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