Magazine article Marketing

Backers Sought for BSkyB's TV Football

Magazine article Marketing

Backers Sought for BSkyB's TV Football

Article excerpt

BSkyB is believed to be looking for up to six broadcast sponsors for its Premier League coverage, including one primary backer who would have sponsorship and possibly naming rights to the event itself..

No price tag has been put on the lead sponsorship deal, which will be jointly handled by BSkyB and sponsorship specialist IMG. But if event and naming rights were included, the property would be one of the biggest on the sponsorship market giving the backer exposure on the BBC and in national newspapers.

It will not be easy to find a single backer with enough money - the FA Cup has been unable to attract a sponsor at its current price of [british pounds]5m.

Andrew Wildblood, head of British sales at IMG, says that the final Premier League package will be unveiled within two weeks - the relationship between sponsors at individual club grounds and the league as a whole still remains unclear.

In addition to a lead sponsor, BSkyB is now telling agencies that it wants up to five additional broadcast sponsors, who would receive on-air credits and branding. …

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