Sanctuary Media Group has partnered with fintech company SumUp and Nine Radio as an official launch partner of Nine Audio: Finance.
Peter Stowe, head of trading at Sanctuary Media Group, said: “We’re delighted to partner with Nine Radio on this first-to-market collaboration.
“This strategic partnership marks a significant milestone for SumUp as they continue to supercharge their retail launch across Australia. It really has been a remarkable journey so far, with much more to come. The whole team is very proud to be part of it.”
Formally announced as part of the Nine 2025 Upfronts a fortnight ago, Nine Audio: Finance is a new premium short-form, high-frequency ad solution adjacent to their network’s finance reports.
The network said the finance offering is designed to meet growing demand in the finance category and will provide an additional 10-second high-frequency, standalone audio advertising solutions and prominently feature across Nine’s audio assets.
This new initiative will debut alongside existing premium finance content, with reports airing hourly. Brands will be able to leverage the Nine Audio: Finance reports.
“We’re really looking forward to the launch,” said SumUp managing director Malcolm Areington. “We are excited to partner with Nine Audio and Sanctuary Media Group to bring this innovative, media-first solution to a national market. The collaboration allows us to connect with our target audience of small, micro, and nano merchants, as well as mid-tier SMEs. It’s a significant step forward in our mission to empower small businesses.”
Areington noted that SumUp offers merchants a simple, accessible, and inexpensive way to accept payments, with a flat fee per transaction, irrespective of the card used.
Ashley Earnshaw, director of sales – Total Audio at Nine Radio, said: “This partnership showcases how Nine Audio’s financial content is delivered for listeners, providing a seamless and engaging experience.
“We are thrilled to collaborate with SumUp on the launch of Nine Audio Finance, a customised solution to drive deeper brand consideration and ROI. This partnership showcases our focus on premium contextual audio solutions for advertisers creating a unique, brand safe platform, to own the financial conversation across the day.”
See also: Nine Upfront 2025: Nine Audio launches contextual short form finance ad solution