The three-month sponsored radio slot, which kicks off today, will preview the weekend's forthcoming sporting events. It will be billed as and commercially owned by Sport magazine.
The weekly feature, hosted by GCap Media sport journalist Paddy Bunce, is aimed at Sport's primary target market of 18-40-year-old upmarket men in London. To increase awareness, the slot will be promoted on Xfm at 8am every Thursday, encouraging listeners to tune in on the following morning.
The deal was negotiated by Kirsten Gillard, GCap Media's strategic planning consultant, and Geoff Seeley, the creative partner of media agency Progress Communications.
Greg Miall, Sport's publishing director, said: "This is a great fit for Sport. The profile of Xfm's audience is ideal for us and their flexibility in creating this activity for us is refreshing. Sport is going from strength to strength and our investment in marketing beyond distribution is testament to this."
Sport, which launched at the end of September, is available to consumers outside selected tube stations across London. In its first ABCs, it exceeded expectations, recording a circulation of 316,602.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
