The advertising-free music video channel Bubble Hits has signed its first major corporate sponsorship agreement, with Ryanair.

Under the deal, the budget airline's name will be inserted on to the channel's electronic programme guide entry.

Bubble Hits, which was launched in August by Irish entrepreneurs James Hyland and Lee Walsh, is the first UK music video channel to eschew advertising, instead using sponsors and premium rate phone lines to bring in revenue.

The deal with Ryanair will see the airline sponsor the weekday Pop Pop Pop show, which runs between 2pm and 6pm.

As part of the sponsorship package, Ryanair will also receive four branded idents an hour for the duration of the programme's run.

The show will also be supported by three 30-second promos seven days a week with Ryanair receiving top and tail bannering as well as a presence on the channel's website.

The Ryanair head of communications, Peter Sherrard, said the deal was a good match for both companies.

"We have been watching the movements of the channel since its inception and think it is a perfect way to reach the important youth market," he said.

"This sponsorship package on the Pop Pop Pop show provides Ryanair with the great platform to connect with this group."

Mr Hyland, the Bubble Hits managing director, added: "We have been very selective with the brands we have associating with Bubble Hits. We want to keep the sponsors relevant to our viewers and so have really taken our time to ensure we get the right fit.

"Ryanair is the perfect match for Bubble Hits. It is one of the world's most innovative airlines which utilises the changes occurring in the media to great effect."

Mr Hyland claimed the channel, which targets 16- to 35-year-olds, was holding on to viewers for longer than other music services as a result of having no commercial breaks.

"Viewers are becoming much savvier in their absorption of brand messages from advertisers," he said.

"To ensure brands get bang for their buck it is up to us to stay ahead of changing trends and provide an outlet that resonates with the youth market."

Mr Hyland and Mr Walsh also run production company Pro Audio Images, the voiceover agency for Jamster, for which they have worked on ad campaigns for Crazy Frog and Sweety the Chick.

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