Capital Secures Sponsorship Deals With O2 And Pizza Hut
Capital Radio has secured 02 as the multi-million pound sponsor of its network traffic and travel bulletins.
The deal, which has a total media value of £11 million, will see the mobile phone brand sponsor bulletins across Capital Radio’s networks, which include Capital FM, Century FM, Capital Gold, Xfm and for the first time Choice FM.
The radio group has also secured Pizza Hut to sponsor Neil Fox’s drivetime show, in a £1 million deal, which extends the fast food brand’s existing relationship with the high-profile DJ.
Capital Radio claims to have outperformed the rest of the radio market in terms of sponsorship and promotions during the second half of 2002, with the value of its S&P activity increasing by 25% year on year.
Recent signings for Capital’s sponsorship and promotions team include high-profile brands such as Kellogg’s, Talk Unlimited from Telewest Broadband and BUPA. In response to this increasing demand, Capital has increased investment in this area and plans to offer clients a wider range of sponsorship and promotions opportunities.
Capital’s head of sponsorship and promotions, Mike Hope-Milne, said: “Advertisers have realised that editorial partnerships deliver powerful advertising messages, which as a result has meant more demands being placed on this form of activity. Capital is in a healthy position to be able to deal with this demand as its expands and refocuses its strategy to ensure that sponsorship partners expectations are not only met, but exceeded.”
The latest figures from the Radio Advertising Bureau show that sponsorship and promotions continued to be one of the fastest growing sectors of radio advertising, with revenue improving 14.7% year on year during 2002 to total £71.2 million (see Commercial Radio Boosted By Sponsorship And Promotions).
Earlier this week it was announced that Rob Corlett, product director of Capital Radio’s commercial team, has been appointed as the new managing director of the Hit 40 UK (see Capital’s Corlett To Head Up Hit 40 UK).
Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk
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