The firm, which has 250 tied pubs in the South and South West and owns the 6X, Henry’s and JcB brands, will sponsor a weekly pub quiz show on the station from 14 April.
The show will run for seven weeks and include branded sponsorship trails and in-show credits. It will be presented by Absolute DJ Ben Jones.
The sponsorship, the first time the brewery has used radio in its 135-year history, is part of a wider though-the-line marketing campaign to raise awareness of Wadworth’s pubs and brands.
The pub quiz show, which carries a working title of the “Pub Quiz World Championship” will feature listeners’ pub team competing for a top prize of £10,000. Listeners will also have the opportunity to play at home for the chance to win a weekly prize of £500.
A recent Absolute-commissioned survey found that sponsorship and promotion is the best remembered form of radio advertising. The station generates about 35% of its revenues through sponsorship and promotion compared with an average of 20% across the commercial radio sector.