BSkyB Scores Football Sponsorship Deal With Ford

Ford is to extend its sponsorship of BSkyB’s Premier League football in a £15m yearly deal.

The deal sees Ford secure exclusive title sponsorship of Sky Sports 66 live Premiership matches next season, beginning with the Fulham-Manchester United match on 19 August.

The Ford name will be associated with a range of football and sports programming with sponsorship extending to Sky Sports coverage of Scottish international, league and cup football, Republic of Ireland international football, international Rugby and US PGA Tour golf. The deal brings the Ford sponsorship of Sky’s Premiership football into its ninth consecutive season and BSkyB claims it is the longest sponsorship deal in British sports broadcasting.Ford’s marketing director, John Mendel said: “Live football is one of the most valuable properties in TV today. Over the years, Ford’s association with Sky Sports has enabled us to build tremendous equity in Premiership football.”

The agreement comes less than three weeks after Coca-Cola signed a £50m, three year deal to sponsor ITV’s weekly Premiership highlights programme (see Coca-Cola Signs Up To Sponsor Premier League Coverage On ITV).

BSkyB: 020 7705 3000 www.sky.com

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