The “ongoing” sponsorship will start on 22 March and see the insurance brand support competitions for listeners to win tickets to “up close and personal” live music events. It also includes a series of tactical promotions.
The More Music Breakfast show does not have a permanent sponsor and has opted for one-month agreements with brands including VisitLondon and Brent Cross shopping centre in the past 12 months. Honda was the last long-term sponsor with a four-month deal in 2008.
James Sturrock, senior marketing manager at Direct Line, says the sponsorship offers “great brand affinity”.
The deal was brokered by Bauer Media and Mediacom.