Bauer Media has today announced a nine month sponsorship deal between Magic 105.4 and Sky, in a deal brokered by MediaCom.
Sky will sponsor Magic 105.4’s drivetime show; with the campaign to include three ten-second Sky sponsorship credits an hour during the programme, as well as a daily 30, 40 or 50 second sponsorship featuring on both the breakfast and drivetime shows.
Created in-house by the Bauer Media creative team, the sponsorship credits will contain bespoke daily content to promote first-run programmes set to appear on Sky channels that evening.
Karen Stacey, broadcast sales director at Bauer Media, said: “We are thrilled to be partnering with Sky as their only drivetime radio partner. This highly-targeted sponsorship deal is a great example of how Magic 105.4 and other Bauer radio stations across the Place Portfolio can enable large entertainment brands to reach millions of relevant consumers.”
The sponsorship will also be used to show off product messaging and promotion of Sky’s umbrella programming categories, such as drama and comedy.
Bob Suppiah, promotions and partnerships director at BSkyB, said: “This sponsorship will help us showcase the breadth of great quality entertainment on Sky.”