The sum is a record for TalkSport, the only commercial radio station to have broadcasting rights for the World Cup, which kicks off in Germany on June 7. It negotiated the deal directly with Ford.
The car manufacturer's Transit van brand will continue to get exposure in the show's 'Transit Hour' call-in. Messages for other Ford vehicles, such as the Galaxy MPV and the soon-to-launch Focus S-Max, will be a feature of the new deal.
Adam Bullock, TalkSport's sales director, said: "Beyond the top-line sponsorship we are integrating the editorial content throughout the show to offer a fusion of editorial and commercial messages."
At the World Cup, TalkSport will brand a fleet of Ford's Ranger Thunder pick-up trucks, which it will use to transport its broadcast team and hand out merchandise.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)