Setanta Sports appoints BLM to media role

Setanta Sports, the pay-TV broadcaster, has appointed BLM Media to handle its media planning and buying, as it looks to take on rival Sky with a vastly increased marketing budget.

Setanta has not disclosed its 2007 spend, but industry sources suggested it could be more than £20 million. Big Al's Creative Emporium will work on creative, while Branded will handle brand creation.

This increased spend will support Setanta's package of eight sports channels, following its capture of a chunk of the live Premier League football rights. This week, Setanta completed a deal with BT Vision to broadcast live football on the new BT platform.

BLM's first task is to work on planning and buying for the January launch of Setanta's dedicated golf channel. Part of BLM's brief is to focus on integrating Setanta's online and offline planning and buying in partnership with its sister agency, BLM Quantum.

Setanta spent less than £1 million in the past year through Feather Brooksbank. BLM won the business after it handled a consultancy project, advising the broadcaster on its advertising sales strategy.

Pedro Avery, the joint managing director of BLM Media, said: "Setanta Sports has fantastic growth potential. We aim to drive subscriptions and maximise the growth potential by integrating planning and buying across all media."