Opus Puts Nescafé In The Mix With Breakfast Sponsorship

GWR’s sales house Opus has secured Nescafé as the first ever sponsor of The Mix Network’s breakfast show, The Morning Crew, in a deal worth around £1.5 million.

The year-long sponsorship begins later this month and will run across The Mix Network’s 31 stations, promoting Nescafé Original as the first drink of the day. The advertising push is part of the FMCG brand’s £6 million marketing campaign, which also includes extensive TV and outdoor activity.

Commenting on the deal, Peter Charlton, sales director of Opus, said “It was crucial to the integrity of our flagship programme, the breakfast show, that the first sponsor allowed a mutual exchange of brand values as well as being credible and relevant to our listeners. So I’m delighted that Nescafé Original have chosen to sponsor The Mix’s Morning Crew.”

Opus recently restructured its sponsorship and promotions department, following similar moves at rival radio groups. The new structure is intended to provide clients with more sponsorship and promotions opportunities on a national and local level. It will also streamline the planning and booking process by bringing all sponsorship and promotions activity under one line of management (see Opus Restructures Sponsorship And Promotions Division).

Last week Capital Radio announced its intention to bring greater accountability to the radio sponsorship and promotions market, with the launch of a new digital tracking system to measure on-air credits (see Capital Radio Launches Sponsorship Tracking System).

Opus: 020 7518 2642 www.opusonline.co.uk

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