The four major radio owners have joined forces to sell group sport sponsorship packages for programming across their networks.
The Capital Radio Group, EMAP Radio, GWR Group, and Scottish Radio Holdings, will sell sponsorships for their coverage of the Cricket World Cup, the Rugby World Cup, and the Formula One season.
Together, these four groups cover 85 per cent of the UK population. The combined total for the packages could amount to 2m.
GWR group commercial director Simon Ward says: “We aim to offer consistent coverage across all stations through a single buying point.”
The impetus for the deal comes from the football World Cup 1m deal that the four groups negotiated with Snickers last year. Paul Davies, Capital group commercial director, comments: “We learned a lot from France 98. Being able to offer a high quality, national product to sponsors is the way forward for these important international events.”
Cover Story, page 28