TalkSport, Kelvin MacKenzie’s sports radio station, has secured a
two-month sponsorship deal with Screwfix Direct, the country’s leading
e-commerce and mail order supplier of tools and fixings.
Screwfix is sponsoring Tom Watts’ Saturday show It’s Round and it’s
The programme is a three-hour lighthearted look at the weekend’s
football from a fan’s perspective.
The deal was negotiated by Chris Morgan, head of sponsorship at Impact
Sales - the Wireless Group’s inhouse sales outfit - and Mark Taylor,
account manager at WWAV Rapp Collins Media.
Morgan explained that the timing of the show was perfect for reaching
DIY enthusiasts. He added: ’Tom Watt appeals to the typical fan who
loves sport generally, and especially football. Many listeners run their
own businesses in the building and decorating trade. Others, when they
are not enjoying sport, enjoy a bit of DIY. We believe this is an
example of the way in which we can put advertisers in touch with elusive
and discrete consumers.’
Trevor Culpin, Screwfix marketing manager, backed Morgan’s
’This association will generate brand awareness among a key audience,’