The deal, which commences on January 22, will support Sky's drive to promote its Sky+, Sky HD and Sky Broadband services to customers across the UK.
The activity will include in-show sponsor credits and promotional trails, and will also include sponsorship of the Sky TV Guide spots featured in Russ William's mid-morning show and in 'The Geoff Lloyd Show'. The promotion will include an online presence at .
Charlie Ponsonby, marketing director for Sky, said: "In 2007, Sky will step up its challenge to traditional telecommunications 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."
In the latest Rajar results for the third quarter of 2006, Virgin Radio lost 61,000 from its breakfast show, dropping to a 519,000 weekly reach.
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