Virgin Radio, the soon-to-be relaunched national commercial station, has signed Garmin Satellite Navigation as the sponsor of its Rock’n’Roll football show. The deal begins at the start of next week.
The sponsorship will target away-fans, offering them an online tool that will help them navigate their way to and from away matches.
It will be supported online and through pre-recorded trails and ads that will highlight away-games that fans could go to that week. The campaign will also include competitions to win Garmin systems. The deal was negotiated by OMD UK.
Rock’n’Roll football, which is presented by DJ Russ Williams, will also include a Fantasy football game, which offers players the chance to win a share of £50,000. It is to be supported on-air and online.
Virgin Radio was acquired by TIML, a subsidiary of Times of India, earlier this year. It is due to relaunch as a multi-platform music and entertainment radio brand later this year. The station has already started the process of removing branding from images on its website through a game called Spot the Virgin (MW July 31). The initiative asks the website’s 250,000 VIP users to weed out Virgin logos and imagery.