ESPN signs Bet365 for Premier League highlights app

ESPN, the sports broadcaster, has struck a major sponsorship deal with Bet365 ahead of the launch of its free mobile app, ESPN Goals, which allows consumers access to instant video content from Barclays Premier League matches.

ESPN Goals signs Bet365 as exclusive betting partner
ESPN Goals signs Bet365 as exclusive betting partner

Bet365 will be the exclusive betting partner for the app and the deal includes a ‘bet now’ button being housed on the app’s 'live scores' pages, accompanied by Bet365 branding on the loading page, ad banners and video pre-rolls.

It is understood the rights cost ESPN in the low tens of millions and that the Bet365 deal is not exclusive, with other brands likely to be involved as the broadcaster looks to make a return on its acquisition, though the scope of further brand deals is unknown at this stage.

The app will feature highlights of goals and action minutes after it has happened live, throughout the Barclays Premier season.

It will also give fans live scores, match previews, weekend round-ups and ESPN interviews. The app will also alert consumers when goals are scored.

Alan Fagan, group director, advertising & sponsorship sales, EMEA, ESPN, said: "ESPN has a passion for serving fans and a world class ability to deliver value to advertisers.

"Our arrangement with bet365 demonstrates our ability to offer brands integrated, innovative and relevant advertising solutions, connecting them with football fans whether it’s on the TV screen or mobile device."

ESPN Goals will be available across iPhone, Android, Nokia, Blackberry and Windows Phone platforms ahead of the Premier League kick off this weekend.

The broadcaster landed the rights to distribute Premier League highlights to mobile phones in April last year, beating previous rights holder BSkyB to the deal.

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