Xfm is to sponsor the flagship show on X.League.TV, the online sports channel, to mark the channel signing its first brand partnership. Xfm’s Alex Zane breakfast show is sponsoring flagship programme The Match.
The GCap Media-owned indie music station show will be branded on the X.League.TV website and show idents on the WebTV site. Visitors will also be able to listen to Xfm while on the site.
The Match features three XLeague’s online leagues including Halo 3, Gears of War and Mario Strikers.
X.League.TV channel head Ray Mia says both shows target the same consumers, aged between 16 and 35.
The online channel and website is part of the Portland Media Group. It provides services to members that include leagues and tournaments, match scheduling and team creation.
Earlier this year, XFM launched an online radio player that allows listeners to access and “listen again” to shows for seven days, any time of the day or night (MW June 7).