Paddy Power Signs Absolute Radio Deal
Absolute Radio has partnered with betting company Paddy Power in a 10-month sponsorship of the Mark Crossley Rock ‘N’ Roll Football Match Day Warm Up show in a multi-platform deal worth six figures to the station.
The news follows on from the completion of Sky Sports’ 12-month sponsorship of the wider Rock ‘N’ Roll Football brand, coupled with a 10-month deal to promote News UK’s exclusive digital rights to screen Barclays Premier League goals and highlight videos.
Every Saturday from 11am-1.30pm, DJ Mark Crossley will promote the Paddy Power “Ball Of Shame” feature which singles out the outrageous moments in football. Be it footballers are kicking a ball boy or biting an opponent, the campaign looks to offer special deals to hard done by fans who find themselves at the receiving end of the mad and bad behaviour in the game.
Crossley will task his listeners to Tweet what they think should be named as a “Ball of Shame” moment for the chance to win a cash prize. In addition, Paddy Power himself will be on the phone to talk about the games, odds and Paddy Power offers.
The deal incorporates a splash page at absoluteradio.co.uk as well as Absolute Radio InStream – the station’s digital advertising tool, which provides Absolute Radio account holders with fewer adverts which are targeted.
A thirty second advert incorporating an audio and visual showcase for Paddy Power will appear for a targeted audience during ad breaks for those listening online or via a mobile device. InStream allows the station to tailor a brands messaging by age, gender, location and more.
Absolute Radio’s head of sponsorship Emma Smyth said: ‘We are gaining some great momentum as we start our fourth season of Rock N Roll Football. Paddy Power are firmly establishing themselves as the brand with a current, witty and mischievous view on football, which complements our existing partnerships and reflects our tone of voice perfectly.’
Mark Crossley’s first Rock ‘N’ Roll Football Match Day Warm Up show, sponsored by Paddy Power, will kick off on Saturday 24th August on Absolute Radio before live and exclusive Barclays Premier League commentary of Stoke City v Crystal Palace at 3pm.
