Sky appoints ad agency in sports drive

London -- Sky has appointed advertising agency Brothers and Sisters to promote its Sky Sports content, as it prepares to take on Irish sports broadcaster Setanta and Virgin Media.

The appointment will see the agency promote key events in the Sky Sports calendar, including the upcoming Cricket World Cup and Barclays Premiership.

Sky is ramping up for a battle against Setanta, which has announced plans to launch a freeview sports package including premiership matches. Sky retaliated with its own plans to launch a digital terrestrial subscription service, which also includes Barclays Premiership matches.

Sky is also facing competition from Virgin Media, which has launched advertising claiming Sky Sports is cheaper through its services.

Brothers and Sisters’ appointment follows the agency’s work for Sky Sports coverage of the England Ashes Tour in Australia. 

Brothers and Sisters was created by former Sky creative director Andy Fowler and specialises in creative for media brands.