News International Strengthens Links With Chris Evans’ Virgin
News International and Virgin Radio have struck a sponsorship deal which will see the publisher’s newspapers sponsoring Virgin’s sports coverage. The Times will be associated with weekday sports bulletins and Chris Evans’ new weekend show, Rock ‘n’ Roll Football, will be sponsored by News Of The World.
News International holds a 40% stake in satellite broadcasters BSkyB which, in turn, is sponsoring Evans’ Virgin Radio breakfast show in a record solo radio sponsorship deal of just under £3 million. Sky also promotes its programmes through the Virgin show and Evans’ Ginger Media Group, which owns Virgin, is planning to produce material for broadcast on Sky’s satellite channels.
Furthermore, Chris Evans is to broadcast one hour of the breakfast show live on Sky One as from next Monday (see Chris Evans Takes Virgin Radio Show To Sky One). This is also a first in radio broadcasting and will be sponsored by Marmite.
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