PG Tips brand The Rich One has partnered with London music channel Magic 105.4 to sponsor its '£1,000 Song' competition, it was announced on Monday.
The 12-week online and on-air campaign, created in-house by Magic owner Bauer Media UK, offers a prize of £1,000 to the first listener to call in and identify each day's chosen song.
The sponsorship will focus on the Monday offering, which will see two prizes of £1,000 instead of one, with the strapline "twice as happy thanks to PG Tips, The Rich One".
Promotional trailers for the campaign will encourage listeners to view a video online from Magic breakfast presenter Neil Fox, explaining how the competition's sponsors have brought it back "better than ever". Website viewers will have another chance at winning prizes, including dinner at a Michelin star restaurant.