Virgin Radio has signed mobile phone retailer Carphone Warehouse to sponsor its flagship programme Chris Evans Breakfast Show in a three-month deal.
The deal will include top of the hour sponsor credits after the news, trails in advertising breaks during the show plus up to four promotional trails across each day.
The sponsorship is for an initial three months, in the run-up to Christmas, with an option to renew the contract for a further three months.
Virgin Radio sales director Kathryn Jacob says: “Carphone Warehouse knows how to use radio to best communicate brand values and understands the benefits of the association with the Chris Evans Breakfast show.”
Carphone Warehouse marketing director Jonathan Hook adds: “As a company we are a great believer in the power of radio and thrilled to have signed a deal with the biggest breakfast show”.
The sponsorship will reach 4 million 20- to 44-year-old listeners each week.
Carphone Warehouse will also stock in-car digital radios in selected stores.