Talksport renews deal with S&N for Bowtime radio show

Talksport is renewing its sponsorship deal with Scottish & Newcastle’s flagship cider brand Strongbow for another year. It is the key sponsor of the radio station’s drivetime programme.

The show, hosted by ex-England and Arsenal footballer Ian Wright, was renamed Bowtime earlier this year, when Strongbow first signed a six-month sponsorship contract (MW March 13).

“Bowtime” is a tagline used in the brand’s ad campaigns, created by St Luke’s.

The broadcast sponsorship, negotiated by Starcom MediaVest Plus, will continue the cider brand’s association with Ian Wright and Adrian Durham’s Monday-to-Friday radio show, and Mike Parry and Andy Townsend’s Friday broadcast.

The primetime show, which airs from 4pm to 7pm, includes sport and news stories.

The sponsorship deal includes naming rights for the show, credits, trails and daily features. Online support includes regular promotions and Ian Wright’s “best bits”, in the form of the week’s Bowcasts.

Fiona Seath, Strongbow brand manager, says: “The sponsorship of Bowtime will increase Strongbow’s ability to interact effectively with this audience by engaging with them in an important area of their lives – their passion for sport and entertainment.”