Wickes has renewed its sponsorship with talkSPORT for another year.
The agreement sees the retailer extend its partnership with the station to sponsor the new mid-morning weekday show hosted by presenter Colin Murray.
The 12-month extension, conceived by Carat Sponsorship, builds on a four-year relationship between Wickes and talkSPORT, and sees the retail brand named as title sponsor of Colin Murray and Friends, weekdays between 10am-1pm.
Wickes will have live on-air accreditation during the programme, as well as content integration into a number of branded features to be launched throughout the year. This will be designed to create an emotional connection with talkSPORT’s listeners, and to specifically engage Wickes’ key target trade audience.
The first branded feature is a daily 30-minute slot called “The Wickes Phone-In”, in which listeners are invited to engage in lively conversation with Colin and share their opinions on the latest topical sports news. The best comment will be awarded £100 worth of Wickes vouchers.
Robert Honeywood, sponsorship manager at Carat, said: “Colin Murray, with his fun, energetic and everyman style, has a talent for creating real connections with the audience and perfectly embodies Wickes’ values.
“The roll-out of branded features throughout the year is part of a wider strategy that will help us deliver bottom-line business value for Wickes by keeping it front of mind for tradespeople, and build deeper customer loyalty.”
Stephen Entwistle, mational advertising manager for trade at Wickes, added: “Our relationship with talkSPORT has proved to be very successful over the years and we are particularly excited to work with Colin Murray, who has shown an openness and passion for the partnership since the start. We are confident his inclusive style will resonate with talkSPORT listeners and help build a powerful relationship with our target audience.”