Sky to sponsor O’Connell breakfast show

Sky today announced a year-long sponsorship deal with Virgin Radio’s Christian O’Connell Breakfast Show, beginning January 22 next year.

The deal, reported to be costing around £1 million, will include sponsored trails and regular TV-related pieces, including a “Sky TV Guide” which will also feature in Russ William’s mid-morning show and in The Geoff Lloyd Show at 8pm.

Fru Hazlitt, Virgin Radio’s chief executive, said: “This is a really exciting deal for Virgin Radio. Not only is it one of the biggest sponsorship deals we’ve ever signed, but Sky is such a natural brand partner for our most high-profile show. We’ve worked with Sky on the station for 13 years and this deal takes our partnership to a new level.”

Online activity will also appear on the Virgin Radio’s new look online music and entertainment site www.virginradio.co.uk.

Charlie Ponsonby, Sky’s marketing director, said: “In 2007, Sky will step up its challenge to traditional telcos and cable companies by highlighting the quality, choice and value in our growing product range. Sky and Virgin Radio have had a great relationship for over a decade and this sponsorship is a fantastic opportunity to reach an important audience."

Mobile operator Orange has sponsored the show since O'Connell started on Virgin in January 2006.