The UK’s largest commercial radio group Global Radio has teamed up with News Corp.’s News International in a multimedia “long-term partnership”. Starting 2/6, the deal will see radio stations such as Capital, Classic FM and LBC 97.3 work with The Sun, Times and Sunday Times on a range of “sponsorship campaigns, interactive promotions and special features”.
“This is the first time that either company has embarked on a media owner partnership of this scale,” said News International in a statement. “The sponsorship deal gives News International the opportunity to speak to a large number of Global Radio’s audience from varied demographics that align perfectly alongside its own brands.”
The partnership will include:
–Capital Breakfast will partner with The Sun
–Classic FM’s More Music Breakfast will be presented in partnership with The Times and The Sunday Times
–Heart’s Club Classics on Friday evenings with The Sun and Fabulous Magazine
–LBC 97.3 will run special features, news round-ups and advertorials with The Times and The Sunday Times
–The Big Top 40, the cart show syndicated across various stations UK-wide on Sunday afternoons, will feature Sun advertorial features.
The partnership was devised and brokered by Fleur Stoppani and Tom Balaam at Mindshare and Donna McCallum at Global Radio and will be managed by media partnership specialist TPF – The Promotions Factory.
Said Global Radio managing director Mike Gordon: “News International has some of the most recognized newspaper titles in the UK and beyond, so naturally we’re thrilled to announce this partnership. This is the first time that Global Radio and News International have joined forces on such a scale to reinforce their respective positions as the largest commercial radio group and the leading newspaper publisher in the UK.”