More Than renews Magic sponsorship

Direct insurance firm More Than has renewed its sponsorship deal with Bauer Radio’s Magic 105.4.

The one-year £600,000 agreement, brokered by UM with Bauer Media, will include an hour-long ad-free programme on Sunday nights called the More Than Indulgence Show.

The show will be hosted by different Magic presenters with forthcoming guests to include Annie Lennox, Lionel Richie and Ronan Keating. The show will be supported by live music events throughout the year.

The deal also includes sponsorship of a weekly music feature called the “Monday morning Indulgence break” and four branded promotions throughout the year.

The insurer, which is owned by insurance group Royal & Sun Alliance, will also have a brand presence on the radio station’s website.

More Than head of brand Tim Dixon says the deal will allow the insurer to “engage with the public” and share its “messages in exciting new ways”.

The sponsorship extension follows the television campaign More Than launched at the end of last year that featured a voiceover by Mighty Boosh star Julian Barrett.

According to Rajar, Magic 105.4 retained its position as London’s top commercial radio station in the final quarter of last year with 1.99 million listeners.

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