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Bauer Media Audio UK聽has announced聽PG Tips聽as the official sponsor of聽笔辞辫惭补蝉迟别谤听辞苍听Greatest Hits Radio, marking the first time the media owner has partnered with the iconic tea brand.

The聽deal, brokered by聽Omnicom Media鈥檚 PHD,聽will run as a three-month sponsorship from聽the end of聽February until May, aligning one of the nation鈥檚 most recognisable radio moments with one of the UK鈥檚 most established household brands.

PopMaster, hosted by Ken Bruce, is聽the UK鈥檚聽most listened to half hour of commercial radio. It聽is聽one of the聽nation鈥檚 most聽anticipated聽daily radio features and reaches millions of listeners each week on Greatest Hits Radio. PG Tips鈥� sponsorship builds on that trust and familiarity, placing the brand at the heart of a feature that Greatest Hits聽Radio聽listeners聽look forward to every day.

Built around the shared ritual of putting the kettle on,聽the partnership聽is designed to reach listeners at key tea-drinking moments throughout the day, encouraging them to put the kettle on and tune in to聽笔辞辫惭补蝉迟别谤听with a cup of PG Tips.

PG Tips messaging will be woven into Greatest Hits Radio across breakfast and mid-morning through live reads, alongside branded credits around聽笔辞辫惭补蝉迟别谤听itself and promotional trails voiced by Ken Bruce.

The partnership integrates PG Tips across Greatest Hits Radio,聽with warm, familiar messaging woven into moments listeners already associate with comfort,聽routine聽and connection.

Simon Kilby, Managing Director of Bauer Media Advertising, said: 鈥�PopMaster is one of those rare radio moments where millions of people across the UK stop what they鈥檙e doing, pop the kettle on and turn up the radio to play along. PG Tips is a perfect partner for that pause, where two brands perfectly align, to bring audiences content they love. I just hope the PG Tips gang are better at PopMaster than I am!鈥澛�

Heidi Williams, Marketing Controller, PG Tips, said:听鈥�We believe life鈥檚 best moments – big or small – are handled one tea at a time.聽That鈥檚聽why聽we鈥檙e聽so excited to be partnering with Greatest Hits Radio and the brilliant Ken Bruce for our very first聽笔辞辫惭补蝉迟别谤听collaboration.聽There鈥檚聽something wonderfully British about that shared daily pause: cuppa at the ready, the quiz theme starts, and for a few minutes the whole country seems to exhale together.聽That鈥檚聽exactly the kind of comforting, uplifting ritual PG Tips loves being part of. We聽can鈥檛聽wait to see what this partnership brings and to share even more feel鈥慻ood cuppa moments with listeners across the UK.鈥�