Channel 4 scores ad sales deal for BT Sport
Editor | 03-05-2013

After a series of content additions as the August launch date looms, BT Sport has now turned its attention to sales and has appointed Channel 4 to be its partner for TV ad sales on BT Sport 1, BT Sport 2 and ESPN.

Under the terms of the three-year exclusive deal, the commercial department of the UKs fourth largest broadcaster will place TV ads around the BT Sport programming, including 38 exclusively live Barclays Premier League football matches, and will also offer options for programme sponsorship and explore opportunities for product placement. In addition, Channel 4 will run an auction process for BT Sport for betting partners offering live odds and split screen technology across live sport.

Airtime packages will be available to advertisers across the whole of the sport line-up. In addition to the Barclays Premier League football, BT Sport has also secured the rights to live top tier matches from Serie A in Italy, Ligue 1 in France, Brasileiro in Brazil and Major League Soccer in the USA. The recently acquired ESPNs TV channels business in the UK and Ireland will bring the rights to show live games for the FA Cup, Scottish Premier League, Europa League and the currently hot German Bundesliga which has provided this years two UEFA Champions League finalists in Bayern Munich and Borussia Dortmund.

Channel 4 said that it won the deal following a competitive tender process as a result of its experience in third party ad sales for brands such as UKTV, Box TV and PBS America. Were delighted to be representing BT Sport and it is a real coup for us to be chosen as a commercial partner, said Jonathan Allan, director of sales at Channel 4.

The addition of BTs premium sports content gives us an unrivalled ability to target young and upmarket audiences. Together, we are looking forward to changing the game in the way we work with advertising partners and build upon our reputation for innovation and challenging the status quo.

Added Marc Watson, chief executive of TV, BT Retail: We are delighted to be working with Channel 4 to sell our advertising on BT Sport. The companies are a great fit and with Channel 4s sales experience and our channels, we look forward to growing our businesses together, in what we expect to be a very successful, long-term partnership.