T-Mobile signs deal to advertise across major radio groups

T-Mobile has become the first advertiser to sign a deal to advertise across every major UK commercial radio group.

The mobile company has entered into a £2 million partnership with IRN Newslink to give it exclusive rights to Euro 2004 news bulletins across commercial radio companies.

Universal McCann negotiated the deal with the IRN Newslink team at Capital Radio and activity will run throughout the football tournament in June.

The deal marks the first time companies including Capital, Emap, GWR, Scottish Radio Holdings, Guardian Media Group and Chrysalis have worked together on such a large deal across all their stations.

IRN Independent Radio News supplies news content to 265 commercial stations nationwide. The T-Mobile deal will involve ticket give-aways and a link with T-Mobile handsets to provide the latest football news.

John Perkins, the managing director of IRN, said: "In the 25 years of IRN, this is without doubt the biggest single venture we have ever taken on board for a specific client. We are delighted that the high quality of IRN news content has been the catalyst in bringing together such a fantastic industry-wide initiative."

Sandy Munro, T-Mobile's UK marketing director, said: "T-Mobile is proud to deliver this unique programme of activity."

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