11 Aug 2008Setanta focussing on content

Football Finance News | Football Sponsors/ Sponsorship and Media | Football Supporters News

Setanta Sports is investing £1 million in an online advertising drive to promote its coverage of English football.

The channel, which screened Premier League fixtures for the first time last season, is now showing England away internationals, the FA Cup and its top-flight league action.

But to promote the new matches Setanta has invested heavily in an online campaign, including partnerships with The Sun and The Mirror to sponsor and share online content.

While last season was a brand-building exercise, Setanta is now looking to improve on its position and Ben Carter, manager of online marketing and acquisition, said the advertising was geared towards content.

"It's less about a price proposition this time and more about content. If you're a football fan you can't afford to be without," he told New Media Age.

Setanta began its coverage of top flight English football yesterday (Sunday) when it screened Manchester United's penalty victory over Portsmouth in the FA Community Shield.

It will open its Premier League coverage with Sunderland vs Liverpool on August 16th at 17:30.

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