The former arch-rivals have now signed an agreement that will see Sky’s ad sales division responsible for advertising and sponsorship on BT’s Sports channels in the UK from 1st September 2020.
Following a competitive tendering process, Sky Media will replace Channel 4 as BT’s advertising partner and the new deal between Sky and BT will also include dynamic ad insertion on the BT Sport app and website. The new arrangement builds on BT and Sky’s breakthrough deal of 2017, which came to fruition earlier this year allowing BT and Sky to offer each other’s channels directly to customers.
Andy Haworth, Managing Director, BT Sport 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.”
Patrick Behar, Chief Business Officer, Sky said:
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.”