Radio station LBC 97.3 signs IBM sponsorship deal

LBC 97.3, the Global Radio-owned talk station, has signed a deal with IT giant IBM to target businesses. It will include sponsorship, promotions and a series of podcasts.

The deal, which has been created with Mindshare, will launch on Monday (June 2) on the Nick Ferrari breakfast show with a competition to win tickets to Wimbledon. IBM will also sponsor LBC’s business bulletins at breakfast and drivetime, and Sunday afternoon business and property show, Business Matters.

It will be supported by a series of podcasts targeting mid-sized businesses, which will be created by LBC and will be hosted on its website.

LBC programme director, Jonathan Richards, says: “With the current economic uncertainty, there has never been a more important time for factual reportage and informed views.”

Last week, LBC announced that it had signed former London mayor Ken Livingstone to present a weekly show starting later this summer. It comes after the station hosted a live radio debate between the three main candidates in the run up to the election.

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