CFUL-FM (102.1 The Feül) in St. Catharines says it believes it is the first commercial radio station in Canada to sign a sponsorship deal for its emergency alert messages. Insurance company Federated Insurance Corp. will pay an undisclosed amount to have its name mentioned after all emergency alert messages, from flood and tornado warnings to test messages and Amber Alerts.

“We’re thrilled to be innovating in the radio business,” explained CFUL general manager Tom Natroo. “Not only will our audience be well informed about potentially life and death emergencies, but they’ll know who to call to prevent the next emergency from leaving them in financial ruin. And they’ll get an extra 15% off.”

Natroo said the partnership will also extend to special contests during major disasters where a call-in winner will win access to an emergency shelter for them and up to two friends or family members.