Stagecoach Yorkshire is to give a daily breakfast toast to thousands of its Barnsley area bus passengers.

Stagecoach Yorkshire, which operates major bus services across South Yorkshire, has joined forces with Dearne FM, Barnsley’s number one radio station and part of the Lincs FM Group, to sponsor the station’s popular Breakfast Show.

Hannah Thompson, marketing manager for Stagecoach Yorkshire, said: 'We are delighted to be working in partnership with the radio station. The Barnsley area is hugely important to us as we continue to launch new and exciting initiatives across the area and Dearne FM was our first choice to reach our potential audience when their listeners are waking each morning.'

The deal is the first major daytime show sponsorship to be confirmed on any Lincs FM Group station.

Stagecoach Yorkshire will be using the sponsorship opportunity to update listeners on how it is improving the public transport service across the county and the marketing campaign will be aired more than 80 times every week.

Bob Staveley, senior sales executive at Dearne FM, said: 'It is great that one of Barnsley’s major businesses has sponsored the breakfast show to help publicise its commitment to the Barnsley travelling public.'