Absolute Radio nets four sponsorship deals

Absolute Radio has agreed more than £1m of sponsorships with four brands, including RAC on its breakfast show and Sky on Rock 'N' Roll Football for the second year running.

Absolute Radio: recent ad campaign
Absolute Radio: recent ad campaign

On Monday (11 July), RAC will become the headline partner of 'The Christian O'Connell Breakfast Show', replacing British Gas, in a deal brokered by ZenithOptimedia. Activity, including in-show credits, sponsorship trails and in-show features, will communicate RAC's key message that breakdown cover is an essential part of a summer holiday.

Sky has signed up for the second year running as the sponsor of Absolute's Premier League live football commentary, which starts mid-July.

The package, brokered by Mediacom, also includes presence on the Rock 'n' Roll Football section of the Absolute website, online display inventory and a breakfast show promotion to launch the partnership.

Absolute secured the rights to live commentary on one of the two 3pm games on Saturdays, as part of a three-year deal starting August 2010, that was agreed last February.

Screwfix, the tool supplies brand, has agreed its first sponsorship deal with Absolute. Negotiated by ZenithOptimedia, the deal attaches it to the sports bulletins throughout the summer, starting tomorrow (9 July).

Finally, Seat has taken a short-term traffic and travel bulletin sponsorship to promote its Copa range starting on Monday (11 July). This was negotiated by Mediacom.

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