BT Sport find away around sky's advertising ban
BT Sport has found a way past Sky Sports ban on screening its rival broadcaster's adverts after signing a four-year shirt sponsorship deal with two of the teams Sky has signed up to televise this season. Glasgow Warriors and Edinburgh Rugby have agreed a 'substantial multi-million pound' deal that will see both clubs sport BT's logo on their shirts. The Scottish sides complete in the RaboDirect Pro12 and Heineken Cup, competitions which are to be screened live next year by Sky.
The announcement of the deal follows an Ofcom ruling last month which rejected BT's complaints over Sky's refusal to promote its new rivals on its own channels. BT will launch three channels later this week, broadcasting live football from the Barclays Premier League in England and Scotland's newly-formed Scottish Premiership. Its rugby content includes Aviva Premiership matches and France's Top 14 - but it will not screen games involving the two sides it has just signed up to sponsor. However, Marc Watson, chief executive of TV for BT Retail, claims that could change in future.
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