Bet365 pens £3m Setanta deal

by Fiona Ramsay, Media Week 12-Aug-08, 07:30

LONDON - Online betting company Bet365 has renewed its sponsorship deal for the upcoming 2008/2009 season of the Barclays Premier League on Setanta Sports, agreeing a deal thought to be worth £3m.

The new deal will also extend Bet365's sponsorship to The Clydesdale Bank Scottish Premier League for the first time.

Bet365 only sponsored the Barclays Premier League for the 2007/2008 season.

The sponsorship, brokered by Setanta's ad sales house IDS, includes coverage of 46 live Premier League games and 60 live games in the Scottish Premier League.

Bet365 is creating new sponsorship credits for the deal, which will debut in the first game of the Barclays Premier League between Sunderland and Liverpool this Saturday.

Ford sponsors rival Sky Sports' Barclays Premier League coverage, with the current deal running until 2010.