Blue Square signs Absolute Radio deal

Rank’s Blue Square sports betting brand has signed a six-figure betting partnership deal with UK national broadcaster Absolute Radio.

The season-long deal will see Blue Square’s odds promoted during the mid-morning Saturday show hosted by station DJ Mark Crossley (not the former Nottingham Forest goalkeeper). Blue Square’s seasoned PR manager Alan Alger will also phone-in to the show, which airs from 10:30 and 13:30, to discuss the day’s odds and markets for the weekend’s headline football fixtures.

Absolute, formerly Virgin Radio, is one of the UK’s three independent national radio stations. The Blue Square deal, put together by agency Carat Sponsorship, is the broadcaster’s first-ever betting partnership.

Blue Square marketing manager Jonathan Sykes said the “exciting new partnership…heralds an exciting time for both brands.”

The partnership looks to build on Blue Square’s strategy to position itself as the “no-nonsense betting option”, following its recent “Enough Said. Just Bet” campaign.

Blue Square has sponsored the Football Conference, the highest level of non-league football in England, since 2007.

An early entrant to the UK online betting market back in 1999, the online betting brand has however struggled in recent years to hold its own against fierce competition in the UK market, revenues falling 6.7% to £8.4m in the last financial year to 30 June 2012.


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