Radio station tunes in to new sponsors

A County Durham radio station is hitting the right note with two new sponsorship deals designed to boost its community reach.

Durham OnAir, the only commercial station broadcasting across Durham and Darlington, has joined forces with The Riverwalk, the city centre destination with shops, restaurants and leisure venues. 

The Riverwalk will sponsor the station’s new breakfast show, hosted by Sam Lupton, which airs Monday to Thursday from 7–10am and blends news, entertainment, interviews, event updates and music from the 60s to today.

Alan Day, centre manager for The Riverwalk, said: “We are delighted to be sponsoring the new Durham Breakfast with Sam Lupton.  

“Connecting with the local community is incredibly important to us, and we believe this new breakfast show will be a fantastic way to spread the news about what makes Durham and the North East so special.”

The station has also secured a partnership with YuMe World, the games and entertainment venue with locations in Durham and Newcastle, to sponsor hourly weather reports and 24-hour updates via its app. 

John Sullivan, managing director of YuMe World, which recently added YuMe Desserts to its offering, added: “We’re thrilled to be partnering with Durham OnAir.  

“As a business routed in the North East, what better way to connect with our audience than by helping everyone plan their day, come rain or shine.”

Jacqui Wallace, of Durham OnAir, said the new partnerships aim to boost listener experience while giving local businesses greater reach.

She added: “We’re delighted to be launching the new Durham Breakfast with The Riverwalk, and to have YuMe World partnering our weather updates.  

“Our sponsors and the radio station are committed to giving local people what they need in a vibrant, fun and exciting way.

“Local radio has been disappearing steadily in recent years but here at Durham OnAir we’re proud to have people from across the county of Durham presenting local radio for the people of Durham.  

“Our new Durham Breakfast, and all our shows, are passionate about the North East and believe that local radio is the best way to celebrate what makes this part of the country so special.”

Listeners can tune in via DAB Digital Radio, app, durhamonair.com, Freeview or Alexa.

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