The four major radio owners have sold a joint sponsorship of the Rugby World Cup to Lloyds TSB.
EMAP Radio, the Capital Radio Group, GWR, and Scottish Radio Holdings have sold a mixture of sponsorship and spot advertising to the financial services company for 1m.
Lloyds will run competitions across all the radio stations’ breakfast shows, and will sponsor sports bulletins throughout the day.
The sponsorship will run for seven weeks from the end of September to November 7. It will span 45 of the country’s largest stations, covering 85 per cent of the population.
The deal was brokered between the Independent Local Radio Sponsorship Committee (ILRSC), which represents the radio owners, and Lloyds media agency Zenith Media.
Zenith Media planning director Catherine Becker says: “We chose radio rather than TV to promote Lloyds TSB’s commitment to rugby because this medium gives us a chance to create a campaign at regional and national level.”
Lloyds TSB is the title sponsor of the current Five Nations Championships between England, Scotland, Ireland, Wales and France.
The ILRSC’s next sponsorship drive is for the Euro 2000 football championships, split between Holland and Belgium, and the Sydney Olympics.
The impetus for these deals comes from the 1m World Cup deal negotiated by the ILRSC with Snickers last year.