Setanta hires IDS to sell Premiership
IDS has won the sales contract for Setanta Sport's Premiership games package.
IDS won a pitch against five other sales houses. The pitch was overseen
by Richard Hall, the managing director of Setanta's consumer
division.
Setanta, the little-known, but fast-growing, Irish sports broadcaster,
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May, entering a market previously dominated by Sky.
Setanta paid £392 million for the package, which starts in 2007
and includes matches played on Saturday evenings and Monday nights.
The sales contract also includes the PGA golf tour, which Setanta picked
up weeks after landing the Premiership contract.
Setanta was able to bid for the package after intervention by the
European Union into how UK football rights are sold.
An investigation decided that Sky seemed to have too close a
relationship with the Premiership and demanded that, when the next set
of rights went up for auction, at least one other broadcaster should air
live matches.
Setanta and IDS were unavailable for comment.
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