Xfm Signs Six-Figure Sponsorship Deal

Xfm has signed a six-figure sponsorship deal with Singha Beer to celebrate 30 years in the UK.

Activity will focus around Singha Beer’s sponsorship of Xfm’s daily Triple X feature, which is broadcast daily on Ian Camfield’s Drivetime Show.

The feature will ask listeners to nominate their favourite songs from the past 30 years with one lucky listener winning the chance to introduce their nominated song live on air.

This on-air sponsorship activity will be supported by significant home page promotion on Xfm.co.uk.

Additional activity supporting the sponsorship will be the creation of four podcasts, each studying an important genre of music from the past 30 years, ranging from punk to the current day.

Promoted on air and produced by Xfm’s John Kennedy, the exclusive podcasts will be available to download from the Xfm and iTunes websites.

David Cooper, account manager at GCap Media, and Gareth Rees, senior planner buyer at BJK&E brokered the deal.

David Cooper at GCap Media said: “It’s great to see Singha Beer partnering with Xfm and we were pleased to work with BJK&E in creating this innovative multi-platform solution to help celebrate their landmark anniversary.”

Gareth Rees, BJK&E senior planner buyer, said: “Xfm provides the perfect environment for Singha Beer to celebrate 30 years in the UK, and the audience of young, articulate, opinion forming, independent individuals is ideal for our objectives.”

The latest RAJAR figures, for January to June 2007, show that total Xfm (UK) had a weekly reach of around 1.2 million listeners, up just over 10.4% year on year (see Radio 2 Records Rise In Weekly Reach).

GCap Media: 0207 663 7000 www.gcapmedia.com