Xfm inks £250,000 sponsorship deal with Stolichnaya

LONDON - GCap Media's Xfm has secured a multi-platform deal with Stolichnaya Vodka to sponsor the network's 'Music:Response' shows and its new unsigned band network Uploaded.

The £250,0000 sponsorship will run across Xfm London, Xfm Scotland and Xfm Manchester for 22 weeks from March 5 and will include: on-air show sponsorship; branded on-air features; live event sponsorship; integrated online presence on Xfm.co.uk's Music:Response pages; bespoke Stolichnaya sectional pages; and full integration with Xfm Uploaded.

As part of the deal, the brand will sponsor Xfm London's monthly Music:Response Club nights, hosted by presenter Steve Harris, and Xfm Manchester's Music:Response On the Road nights in central Manchester, hosted by presenter Clint Boon from Inspiral Carpets.

Stolichnaya and Xfm Manchester will also be searching for the best unsigned acts in and around Manchester, with a live gig to be hosted in July.

Uploaded is Xfm's new unsigned band network and allows bands to upload tracks, create their own homepage and profile, build a gallery of band images and receive a unique Xfm Uploaded web address.

The deal was brokered by Tony McAllister, strategy manager for GCap Spice, with Mike Cookson, client director at Vizeum UK.

McAllister said: "Stolichnaya's authentic positioning is a natural fit with Xfm's championing of brand new music and bands. This natural synergy is mirrored throughout this multi-platform partnership."

Jo Spencer, head of marketing for Stolichnaya, said: "We are delighted to get involved with 'Music:Response' as we believe that the Xfm audience is a great match for Stolichnaya and London, Manchester & Glasgow are a key focus for us".

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