Times Newspapers Limited (TNL) has signed a six-figure sponsorship deal with car brand Dodge Caliber – which will become sole sponsor of its featured Baddiel and Skinner World Cup podcasts.
The Dodge Caliber will brand the podcasts, which will be launched on June 5 as David Baddiel and Frank Skinner travel to matches. Dodge will also sponsor an associated website and wallchart.
Dodge, part of Chrysler, is to launch the Caliber model in the UK this summer. Steve Gray, Dodge’s marketing director, describes Baddiel and Skinner as “a perfect fit” for the brand as targets men.
The campaign will be supported by an above-the-line marketing campaign. TNL ad director Ian Clark says the podcasts are expected to be even more successful than the Ricky Gervais podcasts featured on the GuardianUnlimited website last year, which topped the iTunes podcast chart.
Meanwhile, TNL has signed a deal with the betting exchange Betfair to promote the gambling service across The Times, The Sunday Times and Times Online in the run-up to the World Cup.