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SKY SPORTS have again secured Ford Motor Company as exclusive broadcast sponsors for FA Premier League coverage.
The new deal starts with the 2001-2 season and takes the Ford sponsorship of Sky’s Premier League broadcasts into its ninth consecutive season, making this the longest sponsorship in British sports broadcasting.
As part of the deal, Ford will have: exclusive title sponsorship of Sky Sports’ 66 exclusively live matches from the Premiership, starting with Fulham vs Manchester United on 19 August; title sponsorship for a range of football support programming; title sponsorship for the football round-up Goals on Sunday and sponsorship of Results Extra, Football Tonight and Football Latest on the Sky digital sports news channel Skysports.comTV.
The agreement also includes sponsorship for Sky Sports' live coverage of Scottish international football, Scottish league & Cup football, Republic of Ireland international football, International Rugby Union and US PGA Tour golf.
In addition to the broadcast sponsorship, Ford will sponsor the corresponding sports output on – Sky Sports’ online service – and have a presence within the acclaimed live interactive coverage available to Sky digital viewers.
Announcing the new deal, Peter Shea, Sky’s Director of Sales, said: “We are delighted to have renewed our sponsorship arrangement with Ford. We have worked closely with MindShare over recent months to continue the relationship we established with Ford in 1992 – the longest running sponsorship association on British Television. The association is one built around credibility, integrity, innovation and being the best in our respective industries.”
In the 2001-02 season Sky Sports will broadcast an increased number of live matches from the FA Barclaycard Premiership.
Since 1992, Sky Sports has broadcast 60 matches exclusively live each season.
Under the new three-year broadcast with the FA Premier League, Sky Sports will now offer 66 live matches each season. (CD)
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