BT has signed a three-year exclusive deal with Channel 4 to be its partner for TV ad sales on BT Sport 1, BT Sport 2 and ESPN.
Channel 4 was selected 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.
As well as placing TV ads around the BT Sport programming, including 38 exclusively live Barclays Premier League football matches, Channel 4 will also offer options for programme sponsorship and explore opportunities for product placement.
Marc Watson, chief executive of TV, BT Retail, said: “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 4’s 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.”
Jonathan Allan, director of Sales at Channel 4 added: “We’re delighted to be representing BT Sport and it is a real coup for us to be chosen as a commercial partner. Alongside the Channel 4 portfolio, UKTV, Box and PBS, the addition of BT’s 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.
Channel 4 will also run an auction process for BT Sport for betting partners offering live odds and split screen technology across live sport.