Sky Sports extends Absolute Radio sponsorship deal ahead of football season

The branded content deal, brokered by MediaCom, will also include using Sky Sports’ talent on Rock N Roll Football.

The renewal includes Sky’s sponsorship of Geoff Lloyd’s Hometime show, valued at an additional six figure sum, and includes digital activity and a series of promotions throughout the year.

Sky has dedicated a six-figure investment into promoting its Sky Go service across Absolute Radio’s daily sports news bulletins – a first for the pay TV platform.

Meanwhile Absolute Radio has also extended its football commentary brand to FM, alongside digital radio, online and its free mobile apps portfolio.

The commercial radio network’s show is hosted by Ian Wright (pictured), who will be joined by new co-commentators including Mark Bright and PFA Chairman Clarke Carlisle.

Wright will also host post-match entertainment from 5pm alongside comedian Ian Stone, which will pull in reaction from fans and celebrities via Twitter. Russ Williams will lead all pre-match build-up from 1.30pm, with lead commentator Jim Proudfoot taking over for featured matches at 3pm each Saturday.

The deal marks the extension of a partnership which has seen BskyB sponsor Absolute Radio’s Rock N Roll Football station for the last three seasons.

BSkyB director of promotions and partnerships Bob Suppiah said: “Absolute Radio continues to deliver time and time again, and with this sponsorship they will help us to communicate our Sports messaging in fun and creative ways.”

The Barclays Premier League kicks off with West Ham v Cardiff City on Saturday 17 August, and will air exclusively on Absolute Radio.

The deal will be managed by The Promotions Factory, while Rock N Roll Football is produced by independent production company USP Content – which also produces BBC Radio 5Live’s Formula One coverage.