Business Irish

Sunday 26 January 2020

Setanta Sports in new sponsorship deal for Premiership

Wayne Rooney, Manchester United captain
Wayne Rooney, Manchester United captain

Dublin-based MSL Motor Group has signed up to sponsor Setanta Sports' premiership coverage for a fourth consecutive year.

Setanta said it has seen a seen a significant increase in new business and sponsorship revenue year-on-year.

The Irish pay TV station will broadcast 140 live English Premier League shows this season alongside sponsor MSL.

Trevor Twamley, of Setanta Sports, said broadcast sponsorship offers clients more than simply an advert.

"Setanta have seen a significant increase in new business and sponsorship revenue year on year and I would be quietly confident that will continue into 2015," he said.

"There are 40 TV stations competing in the market now so to stay on top you have to adapt and have something unique. That is where I see broadcast sponsorship coming into play for Setanta Sports."

"It offers our clients something more than a standard spot advert, it gives them that control and opportunity to capitalise on the prestige associated with an individual programme."

MSL said the sponsorship has given brands and dealerships access to 1.2 million Irish homes within the 643 million the premier league reaches annually.

The broadcaster launched its Premier League coverage earlier this month with an offer of just €1 for new subscribers.

The Setanta Sports Pack includes Setanta Ireland, Setanta Sports 1, BT Sport 1, BT Sport and ESPN, can join for that amount.

The latest accounts for Setanta Sports Channel Ireland Ltd, for the year to the end of 2012, noted that the company expects to generate profits in the full year 2014.

It said turnover in 2012 decreased 15pc compared with the previous year - but that its fixed and variable costs were reduced by a similar percentage, while its broadcast offering expanded. It posted a loss after tax in 2012 of €1.5m.

Irish Independent

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