The company, 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.
It is the first time the 135-year-old brewery has used radio and the sponsorship is part of a wider though-the-line marketing campaign to raise brand awareness.
The quiz show will feature listeners’ pub teams competing for a top prize of £10,000. Listeners can also play at home for the chance to win a weekly cash prize of £500.
A recent Absolute-commissioned survey found that sponsorship and promotion is the best remembered form of radio advertising. The independent station generates about 35% of its revenues through sponsorship and promotion compared with an average of 20% across the commercial radio sector.