Chrysalis Radio’s Heart 106.2 and Heart 100.7 weekday breakfast shows are to be sponsored for the first time, in a six-figure deal with Tetley Tea, negotiated by MediaVest.
Tetley will sponsor the shows for three months, starting next week, with an option to extend the deal.
The deal includes in-show references, trails and end credits across Heart 106.2’s Jono and the Morning Crew show in London and the Ed James at Breakfast show on Heart 100.7 in the Midlands.
The financial details have not been released, although the three-month deal is understood to be worth almost £500,000.
Jono’s breakfast show is the second-most listened to commercial breakfast show in London, with a weekly audience of 784 000. Ed James’ show is the largest breakfast show in the Midlands, with a weekly audience of 497,000.
The deal includes a week-long quiz offering listeners up to £2,000 in prize money. Listeners will be able to nominate people to become a Tetley Tea Champion across both stations.
The sponsorship ties in with Tetley’s latest advertising campaign, created by D’Arcy, which launched in February (MW January 31). Tetley ditched the iconic Tea Folk in favour of a “healthy-living” approach after reappointing D’Arcy to the account last year (MW August 2, 2001).