Xfm Signs As Academy Venue Sponsor For Three Years

Capital Radio’s alternative music station Xfm has signed as the exclusive radio sponsor of McKenzie Group’s Academy music venues in Brixton, Birmingham, Bristol, Glasgow, Liverpool and Islington.

The deal will see the venues carry permanent Xfm branding and promotional merchandise, as well as being used for the station’s many live music sessions. Xfm will also support activity at the venues through coverage on its website xfm.co.uk.

Commenting on the deal, Xfm’s managing director, Graham Bryce, said: “I am absolutely delighted to have teamed up with the UK’s leading live music venue operator to help support Xfm’s national expansion. Xfm is now available right across the UK and this deal with the McKenzie Group will enable us to build our already successful live music events outside of London and expose our unique brand to music-loving gig-goers nationally.”

John Northcote, McKenzie Group’s managing director, added: “We plan to work together on a range of activities that are beneficial to both parties as well as offering the very best in live music. Their live events at Carling Academy Islington are a huge success and with our regional venues, we are perfectly positioned to support Xfm’s nation-wide activity.”

The move to sponsor music venues on a national scale follows news earlier this month that the station is seeking to extend its appeal outside London through branded digital radios, enabling listeners to tune in across the nation (see Capital To Boost Digital Radio With X-fm Branded Sets).

Xfm was one of the big winners in the latest round of RAJAR results, managing an impressive 26.5% rise in weekly reach to just under the 600,000 mark thanks to the resurgence of pop-rock bands, such as Franz Ferdinand and Maroon Five.

Capital Radio: 020 7766 6000 www.capitalradiogroup.com

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