BT appoints Sky Media to sell BT Sport ad inventory

Sky Media and BT Sport have signed ‘multi-year’ a deal which allows Sky to now sell advertisements and sponsorship deals across all BT Sport platforms in the UK.


Following the competitive tendering process Sky and BT have further developed and strengthen their partnership after in 2017 Sky closed a deal that allowed them to sell BT Sport channels to their TV subscribers. In addition, that deal also involved allowing BT TV customers to add and access their NOW TV subscriptions to their BT TV subscriptions, with NOW TV being owned by Sky Media.

Although this deal means the end of BT’s partnership with Channel 4, this now strengthens further the relationship between the two companies. Sky Media also sell advertising and represent various other TV broadcasters including Channel 5 and Discovery. The deal is set to begin in September.

BT Sport Managing Director, Andy Haworth said: “Channel 4 have been a great partner who have been with us since launch and have helped us become the established business we are today. I would like to thank them for all of their hard work and support.”

“We are excited to be forging a new partnership with the Sky Media team, whose expertise in the sport market stood out, we are excited about the new opportunities this will bring and look forward to working together.”

Sky’s Chief Business Officer, Patrick Behar commented: “This new agreement between BT Sport and Sky Media is just another step forward in deepening the longstanding partnership between BT and Sky. From rolling out our world-class entertainment on BT TV through our NOW TV service, and reaching a deal to offer both parties’ sports offerings in one place earlier this year, our relationship is going from strength to strength.”

“This latest agreement is another perfect fit for both of us and it will mean Sky Media can offer clients all the best sports advertising available in the UK, in one place.”



Author: Bradleigh Amis


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