Ford Renews Sky Sports Premiership Deal

Car brand Ford has renewed its long-standing multi-million pound broadcast
sponsorship deal for Sky Sports’ coverage of Barclays Premiership football for a
further three seasons.

Ford, which has sponsored Sky’s coverage of English top-flight football since
1992, will continue to act as lead sponsor of the broadcaster’s coverage which
covers 92 live games a year under the new £1.31bn TV rights contract commencing
this season.

The car brand’s sponsorship deal, rumoured to be worth in the region of £18m,
will also receive extended exposure on mobile and broadband TV channels this
year following Sky’s enhancement of its multi-media coverage of the Premiership.

This season marks the first year that Sky’s monopoly on live coverage of the
Barclays Premiership has been broken with rival TV platform Setanta paying £392m
for 46 live games a year.

Under the new deal, as well as sponsoring the live games, Ford will be the
exclusive broadcast sponsor of supporting programmes including Football First,
Goals on Sunday and Sky Sports News strands such as Football Today.

Sky is to launch its first Ford-branded ad campaign this weekend to coincide
with live coverage of its first game, Sunderland v Tottenham, on Saturday.