Top Radio Groups Create Sports Sponsorship Packages

A union of the UK’s largest radio companies is developing sponsorship packages that will allow advertisers to buy across stations owned by Capital Radio, EMAP Radio, GWR Group and Scottish Radio Holdings (SRH) during international sports events. The packages will offer advertisers the opportunity to endorse events such as the Rugby and Cricket World Cups, following the success of the Snickers World Cup football radio coverage.

GWR’s commercial director, Simon Ward, says: “Our aim is to offer consistent coverage across all our stations through a single buying point.” The project is being coordinated by Paul Davies, group commercial director at Capital, Tom Toumazis, managing director of EMAP On Air and SRH’s sales director, David Goode, along with Ward.

Deals will be negotiated with any one of the four groups’ sales operations which include Opus, SIRS and Capital Advertising. GWR says that the combined audience of the broadcasters covers 85% of the UK population, delivering a weekly reach of over 17 million adults; 8.4 million of these are male.

Other sports events being considered include Euro 2000 and the Sydney Olympics.

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