BT has poached Sky marketer Paul Ridsdale to head sports marketing for its next-generation television service BT Vision.
Ridsdale, who was previously head of marketing for Sky Sports, joins BT as senior marketing manager for sports advertising and sponsorship. He will report to James Soames, BT’s Vision’s head of customer acquisition.
Ridsdale says: "On-demand viewing is a totally new concept for sport and I’m looking forward to devising strategies to bring this interactive and convenient form of viewing to sports fans across the UK."
BT Vision was launched last month and will unveil its new sports service in the summer. Following a deal with Setanta Sports, BT will show 46 live Premiership matches and 60 games from the Scottish Premier League.