Setanta appoints Momentum to handle Premiership task

Irish satellite broadcaster Setanta Sports has appointed Momentum to handle a below-the-line push to promote its Premiership football packages.

Setanta won two of the six rights packages to the English Premier League earlier this year.

The agency will also promote its PGA golf coverage, which it also has the rights to screen for the next six years.

It is thought that Momentum was appointed without a pitch. The agency will run a series of experiential events for the broadcaster to raise brand awareness and drive subscription sales.

It is planning to organise events that will be attended by famous sporting figures as well as members of the public. Setanta hopes the events will highlight the range of channels now available on its service.

Setanta was formed in 1990 to broadcast Irish sporting events to expatriates. The station has subsequently expanded to include Celtic TV and Rangers TV, Racing UK and dedicated sports channels Setanta Sports 1 and Setanta Sports 2. The company holds exclusive rights for the Scottish Premier League football and broadcasts throughout the UK, Ireland, Australia and North America.

It is thought to have paid between €10m and €20m (£7m-£13.5m) for the golf rights, a fraction of the €571m (£386m) that it bid for the Premiership football.

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