Global Radio’s Xfm has announced the launch of an eight-month partnership with Ford, which will see Ford SYNC, its new in-car entertainment system, sponsor the station’s Xfm Presents series of live music events.
The six-figure deal, brokered by Global Radio, Mindshare, Ogilvy and Wunderman, will start this month and will cover all of Xfm’s live music activity.
Ford of Britain marketing director, Anthony Ireson, said: “Ford is excited to be working with Xfm - offering an opportunity for both brands to further engage with an audience who is interested not only in up and coming music but the latest in-car technology like Ford SYNC.”
The partnership will also feature across all of Xfm’s intimate sessions at its London and Manchester studios and will see Ford SYNC partner with Xfm’s Sunday night Mixtape show.
Mike Gordon, MD for commercial at Global Radio,added: “Xfm lives and breathes new music and Ford have developed a new way of listening to it. By partnering up for this launch we have a group of brands coming together and connecting with audiences who want the same thing, speak the same language and share the same passions.”