BT awards ad sales contract to Channel 4

BT has signed an exclusive, three-year deal with Channel 4 to be its partner for TV ad sales on BT Sport 1, BT Sport 2 and ESPN.

Channel 4, which beat both BSkyB and Channel 5 for the contract, was selected 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 live Barclays Premier League football matches, Channel 4 will also offer options for programme sponsorship and explore opportunities for product placement.

“We are delighted to be working with Channel 4 to sell our advertising on BT Sport,” says Marc Watson, chief executive of TV, BT Retail.

“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: “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.”

Channel 4 will also run an auction process for BT Sport for betting partners offering live odds and split screen technology across live sport.