Sky celebrates launch of sponsorship agency

LONDON - BSkyB has supported the launch of its sports and events marketing division Sky Alive by staging a football match at Stamford Bridge featuring leading figures from the sponsorship industry.

The day began with a kids training session lead by Chelsea FC coaches before the players took to the field to contest 80 minutes of football in sweltering conditions. The game, which saw two teams ably captained by Sky Alive's management duo Peter Daire and Ray James, did not disappoint.

Following a close encounter, with goals from Barclays' Dave Thomas, Carlsberg's Gareth Roberts and a hat-trick from man-of-the-match Tony Smith from Endsleigh, Daire's side eventually triumphed.

The match, which saw notable performances from Chris Taylor from SABMiller, Jeremy Gilbert from Nikon and Gary Booker from Electronic Arts, was decided after heroic goalkeeping from Barclays' Matt Appleby in a nerve jangling penalty shootout.

Sky launched Sky Alive earlier this year as the sponsorship division of Sky Media. The agency spans sports sponsorship, arts and music entertainment. Sky Alive is currently seeking sponsors for all West End theatres and for sponsor for the Laurence Olivier Awards. In sports the agency now works with Chelsea FC and America's Cup Sailing.

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