London Radio has struck a Ãº250,000 deal with DHL to sponsor The International Business Bulletin and publication of an associated branded guide for European businessmen.
The sponsorship – London Radio’s largest to date – confirms growing confidence in the station, which received decidedly mixed reviews after its launch last year.
The DHL International Business Bulletin goes on air next week and will be broadcast every weekday during “drivetime” slots.
The deal, negotiated by Independent Radio Sales (IRS), will run for a year.
IRS has also signed Air UK to sponsor London Radio’s morning “drivetime” show, Serious Money, in a Ãº100,000 combined sponsorship and airtime deal.
“These deals are the latest proof that things really have settled down at the station,” claims IRS national sales manager David Salem.
DHL, a former sponsor of traffic and travel reports on London Radio’s predecessor LBC, is trying to broaden its image beyond its core business as an international courier.