the station won three awards at the 2008 sony radio awards. these consisted of bronze in the entertainment category for the breakfast show 'toolan in the morning', gold in the competition award for 'sell me the answer' and gold in the station of the year category. as of 2008/9, key 103 and its sister station piccadilly magic 1152 are the official commercial radio partners of manchester united and manchester city, broadcasting all of both clubs' games live.