BT to kick-start Premier League ad campaign in mid-May

Premier League: BT paid £738m for the rights to cover live matches during the 2013/14 season
Premier League: BT paid £738m for the rights to cover live matches during the 2013/14 season

BT is to kick-start a marketing campaign showcasing its new football channel in mid-May, with Premier League stars Robin van Persie and Gareth Bale set to feature.

BT announced on Friday (April 26) that Manchester United striker van Persie will spearhead the BT advertising line up, alongside Bale.

A well-placed source told Marketing: "BT will announce its commercial proposition in the week-ending 6 May and this will soon be followed by the marketing campaign."

Van Persie will star in TV ads and feature on billboards and other marketing from mid-May, when BT begins its concerted land grab for subscribers.

The telecoms giant’s marketing offensive will see it go up against Sky, which has held the sports-pay crown for two decades and is likely to go toe-to-toe against its new rival in terms of marketing.

BT took the pay-TV industry by storm in June when it bought two of the seven available packages of Premier League games.

It is paying £738m for the rights to screen 38 games a season for three seasons from 2013/14, with first pick on 18 of the top matches.

Separately, BT has won the right to take a ruling by the competition regulator that prevented Sky from being forced to offer Sky Sports 1 and 2 to rival TV services at a discount of up to 23%, to the court of appeal.

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