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Emap Advertising has teamed up with the Daily Telegraph in the North East and Yorkshire in a cross-promotional deal linked to the new Premiership football season.

The six-figure deal, made up of sponsorship and promotions, will run across Emap's Big City stations, Metro and Aire and the Daily Telegraph's recently launched regionalized Yorkshire edition.

Designed to promote The Telegraph fantasy football league, The Telegraph will sponsor the pre-commentary spot on Saturday afternoon across the stations.

The on-air radio activity, which will feature celebrities including Newcastle manager Bobby Robson, will direct
people in the North East  toward the Daily Telegraph.

The newspaper will also cross promote the radio activity within the sports pages, offering readers opportunities to win boxes at major football grounds in the area.