Bank of Ireland has agreed to sponsor NewsTalk 106's flagship morning programme, the David McWilliams Show.
The two-year deal is the second sponsorship deal landed by Newstalk. The evening show, the Right Hook, is sponsored by Nissan Ireland.
The Bank of Ireland deal involves advertising, promos and credits within the show and across NewsTalk's daily programme schedule.
Bank of Ireland said NewsTalk was Dublin's fastest-growing station and, according to the latest JNLR figures, it doubled its listenership and market share. The two-year deal is believed to be worth about €200,000.
Increasingly, major advertisers are seeking to sponsor radio programmes rather than simply taking airtime.
Esat BT has a major sponsorship with Today FM's the Last Word.
RTÉ is also increasingly chasing lucrative sponsorships - its most valuable is the Renault sponsorship of the Late, Late Show, worth several million euro.
Commenting yesterday, Mr Dermot Nolan of Bank of Ireland Business Banking said: "This sponsorship is an excellent fit for our business, as the programme adds real value to the business community on a daily basis."
