BT has signed up the Pitch PR agency to promote the UK telecommunications company’s new sports channels, which are due to launch this summer, according to the PR Week magazine.
Pitch will activate campaigns around the launch of the channels, and may also have the opportunity to “put forward additional sponsorship and experiential ideas for the account,” the magazine said.
BT launched the tender process in November, and five agencies expressed an interest in the contract, which is worth up to £3 million (€3.6 million /$4.8 million).
BT secured two Electronic Programme Guide slots on pay-television operator BSkyB’s satellite platform ahead of the launch of its sports channels and also sealed a 10-year lease, from 2013 to 2022, to operate its sports division at the former international broadcast centre for the London 2012 Olympic Games.