Sky Sports renews Absolute Radio sponsorship deal ahead of football season

Ian Wright: former England player presents Absolute Radio's Rock 'N' Football show
Ian Wright: former England player presents Absolute Radio's Rock 'N' Football show

BSkyB has signed a six-figure deal to extend Sky Sports' sponsorship of Absolute Radio's football programming to cover a new show on Sundays and a regular segment during the week for the rest of 2012.

For the past two years, Sky Sports has sponsored Absolute Radio’s football commentary and 'Rock 'N' Football' shows on Saturdays but this season the deal also includes a new 'Rock 'N' Football' show on Sunday afternoons.

In addition, as part of the deal, from Monday (20 August) presenter Geoff Lloyd will talk about some of the best TV programming available on the Sky platform every weekday evening on his 'Hometime Show'.

Sky Sports will also sponsor the Absolute Radio Live Scores app, as well as all football and matchday pages at and a range of competitions across the season.

The deal was negotiated by MediaCom and will be managed by The Promotions Factory.

Absolute Radio’s football programming starts tomorrow with the Russ Williams-fronted 'Rock 'N' Football' show, a mix of goals and football from 1.30pm, and then the station has commentary on one of the 3pm games.

Ian Wright’s 'Rock 'N' Football' covers all Saturday’s action between 5pm and 7pm. An additional mix of music and football chat will be presented by Mark Crossley between 2pm and 6pm every Sunday.

Bob Suppiah, director of promotions and partnerships at BSkyB, said: "We’re pleased to be continuing our association with Absolute Radio, following two successful years which have provided us with fantastic opportunities for the Sky brand to feature across Absolute Radio’s schedule."

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