Academic journal article International Journal of Sports Marketing & Sponsorship
Nationwide Building Society Scores a Unique Sponsorship Hat-Trick
Nationwide Building Society and talkSPORT completed a unique triple sponsorship deal in March. The building society extended its partnership with the UK's first and only sports radio station by signing The Wireless Group's biggest deal.
The three property deal sees the Nationwide Building Society sponsor the station's exclusive Kevin Keegan phone-ins, all of England's internationals in the run-up to Euro 2000, and the combined coverage of talkSPORT and The Wireless Group's network of ILR stations of Euro 2000. Whilst also benefiting from web links to Nationwide's own football Web-site with streamed coverage of the Keegan phone-ins, the building society will receive branding on national and local press advertising as well as the talkSPORT interactive Sport Bus which will be at all England's Wembley matches.
This package was created by talkSPORT's sponsorship manager, Adam Roland and MGA Broadcasting (Nationwide's sponsorship agency). The deal guarantees a strong presence for Nationwide Building Society during England's matches, both at U21 and senior level in the run up to and during Euro 2000.
Peter Gandolfi, Head of Sponsorship at Nationwide, said: "As the official England team sponsor, it's great to see our sponsorship of talkSPORT's coverage of the England Football Team's progress towards Euro 2000. …