Bauer Media Audio UK has announced PG Tips as the official sponsor of PopMaster on Greatest Hits Radio, marking the first time the media owner has partnered with the iconic tea brand.

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

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

Built around the shared ritual of putting the kettle on, the partnership is designed to reach listeners at key tea-drinking moments throughout the day, encouraging them to put the kettle on and tune in to PopMaster 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 PopMaster itself and promotional trails voiced by Ken Bruce.

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

Simon Kilby, Managing Director of Bauer Media Advertising, said: “PopMaster is one of those rare radio moments where millions of people across the UK stop what they’re 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!” 

Heidi Williams, Marketing Controller, PG Tips, said: “We believe life’s best moments – big or small – are handled one tea at a time. That’s why we’re so excited to be partnering with Greatest Hits Radio and the brilliant Ken Bruce for our very first PopMaster collaboration. There’s 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. That’s exactly the kind of comforting, uplifting ritual PG Tips loves being part of. We can’t wait to see what this partnership brings and to share even more feel‑good cuppa moments with listeners across the UK.”