UK telecommunications company BT has signed a four-year sponsorship deal with the Scottish Rugby organisation in a deal that affords the logo of pay-television broadcaster BT Sport branding space on the shirts of the Glasgow Warriors and Edinburgh Rugby clubs.
The BT Sport logo will be displayed on the front of both clubs’ shirts as they compete in the Pro12 and Heineken Cup competitions. BT and BT Sport will also be promoted at the clubs’ Scotstoun Stadium and Murrayfield Stadium. The deal will commence from August and runs until 2017.
The agreement comes after UK media regulator Ofcom last month dismissed a complaint over pay-television broadcaster BSkyB’s refusal to carry advertising for BT’s new sports service, which launches next month.
Ofcom ruled that Sky had not unduly discriminated against BT by refusing to show the advertisements on Sky’s own sports channels.
BT Sport’s rugby union content includes all 69 live games from the English Premiership for four years from the start of the 2013-14 season.
It will also show the JP Morgan Asset Management Sevens for four years, as well as two live matches a week from the French Top 14 league.