Sky Sports turns to David Beckham in turf war against BT

Sky Sports: turns to David Beckham in turf war against BT
Sky Sports: turns to David Beckham in turf war against BT

The battle between BSkyB and BT's new sports channel is hotting up, with Sky Sports turning to arguably the most famous British sportsman of them all, David Beckham, for its new ad campaign this week.

Sky’s TV campaign uses special effects to show several different versions of former England and Manchester United football star, enjoying the convenience and flexibility of watching Sky Sports wherever he wants.

During the 60-second ad, Beckham is seen watching Sky Sports on a TV, laptop, smartphone and mobile tablet in a variety of locations.

Alongside the TV ad, the multimillion-pound campaign will also run across print, outdoor, digital and through social media channels.

It was developed by agencies Brothers & Sisters and Inferno, with media planning and buying handled by MediaCom.

The TV ad launched yesterday across a number of Sky and terrestrial channels and is part of a wider Sky marketing campaign designed to remind customers about the offerings of all six Sky Sports channels and in HD and 3D, only available on Sky.

It comes ahead of the launch of BT Sport on 1 August, based at the former International Broadcast Centre at the Queen Elizabeth Olympic Park in London.

BT's foray into sport comes after winning the broadcast rights to the Premier League from the 2013–14 to the 2015–16 season in June 2012, having outbid former broadcaster ESPN. In February 2013, BT announced it had acquired ESPN's UK channels and their sports broadcasting rights in time for the start of the new season.

BT Sport is being rolled out to all of the company's five million-plus broadband customers free of charge, including 38 exclusive live Premier League games per season, 18 of which are "top pick" matches. BT has set aside £100 million to promote its new sports channels, as it attempts to overthrow two decades of football dominance by BSkyB ahead of next season's Premier League.

Sky has responded by offering existing and new Sky Sports customers 12 months' free Sky Broadband Unlimited (£14.50 line rental) or six months' free Sky Fibre Unlimited (£20 a month thereafter, £14.50 line rental) when they switch their broadband to Sky Broadband Unlimited or upgrade to Sky Fibre Unlimited.

Sky Sports is also promoting the first day of the Premier League season by making its live coverage free for the day.

Programmes from its premium channel, Sky Sports 1, will replace the regular programming on Sky 2 (on Sky and other pay-TV services) and Pick TV (on Freeview and You View) on Saturday 17 August. It will ensure millions of home viewers will be able to view a live Premier League match, a Football League fixture, plus a host of other football shows at no cost.

Stephen van Rooyen, Sky’s managing director of sales and marketing, said: "One of the most celebrated and iconic players of all time, there’s simply no one better than David Beckham to help us launch the biggest-ever season of Premier League football on Sky Sports."

Former Real Madrid star Beckham became an ambassador for Sky in April, in what was described as a "long-term partnership" to encourage grassroots sport across the UK and Ireland, as well as promote Sky’s sports services.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message