Sky is replacing mobile operator Orange as the sponsor of the Christian O’Connell Breakfast Show.
The year-long deal starts on January 22, a year after DJ O’Connell signed to Virgin from London-based rival Xfm. His show now has more than 1 million listeners.
The deal will support Sky products and services, such as Sky , Sky HD and Sky Broadband. Activity includes in-show sponsor credits, promotional trails and TV-related features. In addition, the package will include sponsorship of the Sky TV Guide spots featured in Russ William’s mid-morning show and the 8pm Geoff Lloyd show and online activity on the Virgin Radio music and entertainment website.
Sky has been working with Virgin Radio for 13 years, with the satellite broadcaster running the first promotion on the radio station.
A Sky spokesman says Virgin Radio’s national distribution and broad audience reach fit closely with Sky’s marketing goals.
It is not known how much the deal is worth but Virgin Radio chief executive Fru Hazlitt says it is “one of the biggest” sponsorship deals the station has signed.