The Times Extends Sports Sponsorship Across Virgin Radio

The Times has extended its sponsorship of Virgin Radio’s sports bulletins and football coverage for another year.

The extended sponsorship deal will involve the promotion of The Times‘ sports writing and weekly football supplement, The Game across Virgin’s sports programming.

The Times is to work closely with Virgin Radio’s Head of Sport, Dominic Johnson, to devise exclusive sports strap-lines and develop their ongoing involvement in the station’s Rock n Roll football show.

Commenting on the deal, Jeremy Kanter, consumer marketing manager at The Times, said: “We are very excited to be extending the sponsorship of Virgin Radio’s sports bulletins and Rock n Roll football. We have proved that our partnership with Virgin Radio has worked well with our readers and their listeners who are both passionate about sport and look forward to developing this further over the next year.”

Louise Reeves, head of sponsorship at Virgin Radio, added: “Using our Access All Areas approach we’ve worked very closely with The Times to create a unique way of targeting sports-lovers. With the football season, the Rugby World Cup and Euro 2004 we feel this is going to be a very exciting year.”

Virgin Radio recently secured Sony as the exclusive sponsor of its coverage of the V2003 music festival (see Virgin Secures Sony For V2003 Festival Sponsorship).

Virgin Radio: 020 7434 1215 www.virginradio.co.uk

Recent Radio Stories from NewsLine Capital Radio Appoints New Head Of Commercial Marketing Industry Responds To Rejection Of Electronic Measurement Classic FM Listeners Respond Better To Ads