Setanta scrambles for sponsorship gap

Irish-backed Setanta Sports, which is an increasing thorn in the side of BSkyB, is reportedly seeking a replacement sponsor following the departure of electricity company e.on for the flagship soccer Football Association Cup Final. The energy company was the official sponsor.

Setanta and ITV now hold the TV rights, having beaten the BBC and BSkyB to secure this seasonís England home games as well as the Cup Final. Setanta and ITV paid £425 for four-year exclusive coverage.

E.on is reportedly happy to continue with its ITV mass-market sponsorship but is said not to be seeking a commercial partnership with Setanta. The sponsorship advertising rights, as far as Setanta is concerned are said to be worth about £2m overall.