Xfm Secures Carling As Live Music Sponsor
London-based radio station Xfm has announced a year-long partnership with Carling that will see the drinks brand sponsor a range live music events and fund programming on the alternative music station.
The six-figure deal includes brand advertising, programming initiatives, promotion of Carling’s own events and a quarterly one-hour branded programme to showcase artists from Carling’s sponsored venues in London.
Promotions will take place live on-air every Thursday to Saturday from 2pm to 4pm with trails running every Wednesday. A series of 30-second airtime spots, produced by Capital Ideas, will run every night from April until the end of the year, promoting Carling’s umbrella sponsorship of several London gig venues.
In addition to an on-air presence, Carling will also receive coverage on-line at www.xfm.co.uk. The beer manufacturer will feature in links guiding visitors to www.carlinglive.com from the live music area of Xfm’s site for the duration of the sponsorship.
Commenting on the deal, Mike Hope-Milne, brand sales director at the Capital Radio Group, said: “Xfm is at the heart of new music and is therefore ideal for this collaboration with Carling whose aim is to promote live music, new bands and new genres of music. We fully understand and appreciate Carling’s support of live music and are delighted to be part of their communications strategy.”
The latest round of RAJAR results for the three months to December 2003 show Xfm’s weekly reach increased by a solid 6.2% year on year to over the 500,000 mark. The station has made a number of changes to its programme line-up recently with Zoe Ball moving from the high-profile drivetime slot to present a new Friday night show.
Earlier this week Xfm owner, Capital Radio, was named as one of the UK’s strongest media brands in the latest survey of senior agency figures from Ocean Consulting. The group dominated the radio sector with almost 23% of agency bosses ranking it as the top consumer brand and more than 60% voting it the most effective industry-facing brand (see Agency Survey Reveals UK’s Strongest Media Brands).
Capital Radio: 020 7766 6000 www.capitalradiogroup.com
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