The agreement will see the show feature the strapline 'blueyonder from Telewest Broadband - the internet nearly 10 times faster', and on-air credits will encourage users to switch to broadband.
The Pete & Geoff 'web lounge' (www.virginradio.co.uk), which is regularly referred to in the show because of an in-studio webcam, will also feature links to the blueyonder site (www.blueyonder.co.uk), banners and sponsorship of Virgin Radio's audio downloads.
The deal represents the first time a Virgin Radio drive-time slot has been sponsored. The agreement was conceived by Telewest Broadband's media planning and buying agency, Media Insight.
Steve Taylor, group enterprises director at Virgin Radio, said: "This is a good link, because of our target market in the South-East, which is male-biased and prodominantly aged 20 to 44. Blueyonder's target market is ABC1 males, and we have more than one million of them listening to us every week."
Separately, sports network owner Rivals Digital Media has signed an exclusive six-figure radio sponsorship deal with national commercial station talkSPORT for its Sunday morning show, The Sports Breakfast.
Sites including WorldCupRivals.net and WorldCup365.com will be mentioned in credits and live updates for the next eight weeks. TalkSPORT will also benefit from marketing across Rival's network of sites.
Calum Macaulay, marketing director at talkSPORT, said: "I think there is a strong synergy of audiences. The deal is really about targeting."
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