BT is partnering with Bauer Media for Zoe Ball’s brand-new afternoon show on Greatest Hits Radio.

The 12-month partnership sees BT become the headline partner of Zoe Ball in the Afternoon, which launches on 7 September, as one of the UK’s most famous and loved broadcasters joins the station’s legendary daytime line-up alongside Ken Bruce and Simon Mayo.

The partnership, which was secured by WPP Media, will bring BT’s ‘Behind Brilliant Things’ brand platform to life across radio, digital and social, creating a year-long presence around Zoe’s new show and celebrating the people, stories, connections and moments that make everyday life brilliant.

The partnership will launch in the opening moments of the new programme as Zoe brings the nation together ahead of her very first song, putting the brand at the centre of the landmark launch moment. BT will also feature across social content around launch week, including Zoe’s first live link and interviews with celebrity guests.

The creative will be refreshed throughout the year, giving BT the flexibility to spotlight different consumer and business messages and respond to key campaigns, product launches, seasonal and cultural moments.

At the centre of the partnership will be a brand-new weekly feature, Your Greatest Hits List, running Monday to Thursday at 3pm. The songs we love connect us to life’s most brilliant moments, which is why BT is proud to help share the stories and memories behind them with the nation. Each week, one lucky listener will get the chance to take control of the playlist, sharing four songs that mean the most to them – whether they’re connected to a memory, a milestone or a moment that changed everything.

Listeners will tell the nation the stories behind the tracks that have soundtracked their lives, with Zoe bringing each playlist to life on air and exploring the people, places and moments connected to their music. Because behind every greatest hit is a brilliant story. Each featured listener will receive a co-branded Greatest Hits Radio x BT Gold Disc and a smart speaker, celebrating their brilliant taste in music.

Zoe Ball said: “I’m super excited and, to be honest, extremely giddy about starting this new chapter with Greatest Hits Radio, what a thrill! And to have BT coming along for the ride makes it even more special. I love the idea of celebrating all the brilliant people, stories and memories behind the music we love, so ‘Behind Brilliant Things’ feels like such a lovely fit. I can’t wait to get going, play some cracking tunes and hear from listeners about the songs and moments that mean the most to them. Let the adventure begin!”

Simon Kilby, Managing Director, Bauer Media Advertising, added: “Zoe Ball’s arrival at Greatest Hits Radio is a huge moment, and we’re delighted that BT has chosen to be part of it. This is a fantastic opportunity to bring together two trusted household names and create something that goes beyond traditional sponsorship. ‘Your Greatest Hits List’ gives listeners a starring role and provides a natural way for BT’s Behind Brilliant Things platform to connect with the people, stories and music that matter most to them.”

Helen Whetton, Brand and Marketing Communications Director, BT, said: “Zoe Ball is one of the most trusted and loved voices in British broadcasting, so partnering with her brand-new show gives us a fantastic opportunity to bring BT’s Behind Brilliant Things platform to life in a way that feels warm, human and genuinely connected to people. From the stories behind the songs people love, to the technology that keeps them connected and protected, this partnership is about celebrating the brilliant things that happen every day – and the network that helps make them possible.”