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MacKenzie: 14-month Telegraph deal

Kelvin MacKenzie's TalkSport has signed one of its biggest deals, which will see The Daily Telegraph sponsoring a range of features across the station's editorial programme.

The 14-month deal, which starts in January, comes after two years of activity between the media brands, including a range of spot advertising and promotions.

The new arrangement will see the Telegraph sponsoring all the financial bulletins in The No Nonsense Sports Breakfast. TalkSport will also work with the Telegraph to create editorial features around major sporting events.

The features will be tied in with Telegraph supplements based around the same events and will be cross-promoted. The Daily Telegraph will also sponsor TalkSport's coverage of The Open golf championship in July 2003.

The deal was secured by TalkSport head of sponsorship and promotions Adam Roland, with Telegraph Group marketing director Mark Dixon. No financial details about the deal have been revealed.

The Telegraph has been pushing its sports coverage over the radio in a concerted drive this year. In August it spent six figures on sponsorship and promotions with Emap's Big City stations, Metro and Aire, to market its fantasy football league.

TalkSport's biggest advertiser is Scottish Courage, which paid £1m in June 2001 to sponsor The No Nonsense Sports Breakfast with John Smith's strapline. Other major advertisers include Channel 4's interactive brand, attheraces.co.uk, Vauxhall Vans and online betting service Blue Square.