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5FM are proud to announce their media partnership with FNB Varsity Cup, presented by Steinhoff International and Varsity Sports kicking off this month. The youthful radio station will enjoy a three-year relationship with the university-level sporting development association. Apart from supporting the Varsity Cup tournament, the station will also support the various sporting codes under the Varsity Sports banner including Varsity Cricket, Varsity Football (men and women), Varsity Netball Varsity Sevens Rugby, Varsity Mountain Bike, Varsity Sing and Varsity Hockey.

5FM’s involvement with sport at university level stems from their mission statement – to be a station that “brings together youthful South African’s through the power of music”. Historically, sport has shared this ethos and worked as a wonderful unifier in South Africa.

“5FM is thrilled to be involved with ASEM (Advent Sport Entertainment & Media), media rights holders and managing agents for Varsity Cup and Varsity Sports. This partnership means 5FM can reach as many of our listeners across the country, through on the ground engagement with our core listeners as well as support sport from a community level. We can’t wait to share our live loud love in parts of the country we don’t always have the opportunity to get to,” says 5FM Station Manager Justine Cullinan.

Michael Varney, Marketing Manager for ASEM says, “ASEM is at the forefront of developing youth sport at a grassroots level, and it’s through our philosophy of creating sportainment (sport and entertainment) that we believe the partnership with 5FM is incredibly well aligned to all of the Varsity Sports and Varsity Cup properties.”He adds that they are equally excited to unpack a media partnership over the next three years. “We believe this partnership will be the first of its kind in terms of creating a range of exhilarating content that fuels the profiles of up-and-coming athletes whilst further amplifying the youth sport and cultural development activities that take place year-round within our tertiary institutions.”

Going forward Varsity Sports and Varsity Cup sport fixtures and results will be available on every 5FM sports bulletin as well as 5FM’s digital platforms. 5FM’s presenters will play an important role in the partnership with live broadcasts from the various events, as well as DJ-ing at select events, which will be hosted by 5FM. The station will also lend support to CSi initiatives backed by Varsity Cup and Varsity Sports through 5FM’s own CSi arm YoungBloood5.

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