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Sky Sports Extends Sponsorship of Football Commentary on Absolute Radio

Wed 7th Aug 2013 | Football Sponsorship

Following on from a hugely successful three season sponsorship of Absolute Radio’s Rock N Roll Football, Sky Sports has extended its partnership for a further 12 months with the aim of amplifying its own Barclays Premier League coverage. 

Absolute Radio holds the rights to exclusively broadcast 32 Barclays Premier League matches in the traditional 3pm Saturday slot. Through high frequency in-show credits and sponsorship trails, the national station will drive Sky Sports messaging across the weekend with mentions integrated into live commentary.

In a move that will considerably extend the Rock ‘N’ Roll Football brand, match commentary  will now also be available on 105.8FM in London, in addition to platforms including Digital Radio, 1215AM, online at absoluteradio.co.uk and Absolute Radio’s free smartphone apps. 

The decision to take football commentary to FM follows the success Absolute Radio enjoyed last summer with live Euro 2012 coverage on FM. The activity contributed to record London listening for the station. 

The show’s star line-up, lead by Ian Wright, will be joined by a host of new co-commentators, including Mark Bright and PFA Chairman Clarke Carlisle, who will take to the airwaves for the first two featured matches on Rock N Roll Football. 

 Rock N Roll Football is produced by Independent production Company, USP Content which is also responsible for BBC Radio 5Live’s Formula One coverage as well as a raft of other sports. Owner and Chief Executive Rob Jones says: “We’ve worked with the Absolute Radio team for three years and once again we’re delighted to be part of the most exciting and entertaining football show on commercial radio.”

 Absolute Radio’s Content Director Tony Moorey said “The decision to take our live and exclusive Barclays Premier League commentary to FM indicates our ambition to grow the Rock N Roll Football brand further, whilst creating an even closer partnership with Sky Sports. ”

 Bob Suppiah, Director of Promotions and Partnerships at BSkyB 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 new deal also incorporates a 12 month extension of Sky’s sponsorship of Geoff Lloyd’s Hometime show; the property is worth a six figure sum and includes digital activity and a series of promotions throughout the year.

Sky have also bankrolled a six-figure investment into sponsorship of Absolute Radio’s sports news bulletins that run throughout the day. This is a brand new property for Sky where they will promote their pioneering Sky Go service.

The deal was brokered by Charlie Yeates, Board Director of Trading at Mediacom and Emma Smyth, Head of Sponsorship at Absolute Radio and will be managed by The Promotions Factory.

Coverage will kick off with live and exclusive Barclays Premier League commentary of West Ham v Cardiff City on Saturday 17th August on Absolute Radio.

Posted by: Aaron Gourley

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