Sky to ramp up sports promotional activity

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

The appointment will see the agency promote key events in the Sky Sports calendar, including the 2007 Cricket World Cup and Premiership football.

Sky is preparing to fight Setanta, which is launching a freeview sports package that incorporates Premiership matches. It is also facing competition from Virgin Media, which has unveiled advertising that claims Sky Sports is cheaper through its services.Brothers and Sisters' appointment follows the agency's work for Sky Sports' coverage of the English cricket team's Ashes tour of Australia.

Brothers and Sisters was launched by the former Sky creative director, Andy Fowler.