BT’s is using the latest adverts for its upcoming sport channels to highlight that it will offer 18 Premier League matches “that are no longer on Sky Sports.”
Last year BT won the right to 38 Barclays Premier League matches per season from next season, these include 18 first picks which could see it offer some of the season’s biggest contests.
It has since announced the signing of exclusive Ultimate Fighting Championship (UFC) coverage and 800 hours of live tennis, including the TEB BNP Paribas WTA Championships.
The purchase of Disney’s ESPN business in the UK further bolstered BT’s rights portfolio.
In addition to match and game coverage, the channels will air a new chat show presented by Clare Balding and a new football phone-in show presented by Danny Baker and Danny Kelly.
The advert has been run just a day after media regulator Ofcom ruled in favour of Sky over its decision not to accept adverts from BT on its own sport channels.
In its submission to Ofcom, Sky voiced concerns that BT might seek to denigrate Sky Sport’s reputation or standing.
The satellite broadcaster argued that “to advertise BT Sport channels on the Sky Sports channels could adversely impact the Sky Sports brand because BT could seek to run advertisements that involve negative comparisons with Sky Sports”.