Virgin Media first sponsor of nationwide Capital FM

Virgin Media is to be the first sponsor of Capital FM as the station prepares to launch as a national network next month.

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The six figure deal will launch on 3 January, the day 95-106 Capital FM goes nationwide in a bid to become a long-term competitor to BBC Radio 1.

Virgin Media, which has just recruited Nigel Gilbert as its first CMO, will sponsor the drive time show for an initial six month period and will be incorporated into the programme’s name.

The sponsorship will also include online activity and Virgin Media will “take over” the Capital website homepage.

Initially the campaign will be used to promote Virgin’s half price bundle offer but will change to a new promotion in February.

Capital FM will now reach an audience of 6.5 million listeners each week, broadcasting locally from London, Scotland, the North East, Yorkshire, Manchester, Birmingham, East Midlands, South Wales and across the South Coast.

Capital is owned by Global Radio, the largest commercial radio group in the UK, comprising leading radio brands Classic FM, LBC, Heart, XFM and the Galaxy networks.

Galaxy stations are to be rebranded as Capital in January 2011.

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