TalkSport, the UTV Radio-owned national commercial station, is seeking advertisers to take part in a World Cup-style draw, which will see some clients receive up to 23 days of free on-air advertising.
The sport and speech station is seeking 32 clients to take part in the scheme, which will see each advertiser pick a participating team. Clients, who will pay &£10,000 for a place, will then receive three weeks’ of advertising until the end of the group stages at midnight on June 29.
Advertisers that are matched with teams that make it through to the final stages will then receive free on-air advertising until their team is knocked out.
The station is also considering offering additional advertising if England wins and clients that buy-in to the campaign will be entered into draw to win tickets to group games.
The scheme, developed by TalkSport commercial director Phil Quartly and the in-house team, aims to leverage the station’s position as a licensed broadcaster of the World Cup. The initiative will be launched this week.
The station has already signed six sponsors – Ford, Mars, Sure Sport for Men, Budget Vans, Nationwide and Carlsberg – for its coverage of the tournament.
TalkSport sales director Adam Bullock says that developing sponsorship deals around its official assets has allowed the station to extend its coverage from the New Year.