McDonald's renews Virgin breakfast show sponsorship

LONDON - McDonald's has renewed its sponsorship of the Virgin Radio Breakfast Show in a 12-month deal worth over £750,000.

The deal, brokered by Starcom Motive, takes McDonald's sponsorship of the show into its third year. During that time the breakfast slot has had a series of presenters, most notably Chris Evans, who left the station under a cloud after missing shows because he was supposedly sick, but was then pictured in the press out drinking. Virgin Radio's former drive-time DJs Pete and Geoff are the most recent hosts for the breakfast slot.

This year, the sponsorship will incorporate cross-media activity via Virgin Radio's sister companies Pearl & Dean and Primesight and includes online activity designed to focus on in-store promotions and new product launches.

The deal was negotiated by Starcom Motive's Stewart Easterbrook and Virgin Radio's Vicki Connerty. Easterbrook said: "Virgin Radio has worked hard to provide a host of fresh ideas for the sponsorship in 2003 and we're pleased to be able to start the new year with a brand new sponsorship deal and a brand new breakfast show."

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