TalkSport eats Ford for breakfast

by MediaWeek, Media Week 29-Apr-04, 13:30

Ford is to sponsor TalkSport’s Breakfast Show in a deal believed to be one of the car manufacturer's biggest ever radio sponsorships, reports Hilary Way.

The sponsorship, which was negotiated by MindShare’s sports and entertainment division, Performance, begins in May and continues until the end of the year.

Ashley MacKenzie, national sales director of talkSPORT’s parent company, The Wireless Group, said: “Ford is the largest consumer brand in sport. That they have chosen to work with talkSPORT says it all.”

Ford’s link with TalkSport follows the tradition of investing in leading sports brands including Sky Sports, The UEFA Champions League, Jordan Racing and The World Rally Championships.

Jon Fisher, Ford’s commercial marketing manager, said: “TalkSport provides an excellent medium for topical interaction with Commercial Vehicle operators and drivers, enabling effective communication of the strengths of the Transit brand and building on the rich Ford Transit heritage in Britain.”

The breakfast programme is presented by ex-Spurs footballer Alan Brazil and former-Fleet Street journalist, Mike Parry.

Listeners number 1.6 million men, 460,000 of whom are aged between 16 and 34, according to the controversial GfK measuring system.