BT Sport calls pitch for ad sales contract

BT Sport has put its ad sales contract, which is estimated to be worth £30 million a year, up for review and, in a surprise move, both ITV and Sky have submitted bids against the incumbent, Channel 4.

BT Sport held talks with Sky
BT Sport held talks with Sky

Discussions with Sky have already ended, although TV insiders were stunned that BT even held talks with its arch-rival.

ITV’s involvement is also surprising because the UK’s biggest TV sales house is heavily regulated. It holds more than 40 per cent of the market.

BT is set to make a decision by the end of this year after bids were submitted earlier this month.

The telecoms giant has won hard-to-reach young males following its success with Premier League football coverage, which it has broadcast since 2013, and the Uefa Champions League, which it began showing this year. 

Channel 4 said at its upfronts on Tuesday that BT Sport’s audiences have grown 56 per cent this year.

All parties declined to comment.