BT Sport strikes ‘ground-breaking’ content deal with Man City

BT Sport has agreed what it claims is a “ground-breaking” deal with Premier League club Manchester City to give its viewers access to exclusive content on the team.

BT Sport has signed a content deal with Manchester City.

The announcement comes on the eve of the 2013/14 season and will offer BT Sport subscribers weekly interviews from key members of the club’s playing and coaching staff. The three-year deal is being touted as the “first” of its kind by both parties and will also see City’s pre-match entertainment area rebranded to BT City Square, where the broadcaster will host its match-day coverage for the club’s home games.

BT Sport, which is using City’s goalkeeper Joe Hart in its advertising campaign, says the tie-up will look to create additional “innovative content” that can be shared across all its media channels in the coming months.

The tie-up with the Manchester-based club is the latest attempt by BT Sport to differentiate its offering from fierce rival Sky. BT revealed yesterday (15 August) it had struck a deal with Virgin Media to make its sports channel available to the cable operator’s subscribers. The three-year tie-up means Virgin Media can now offer sports channels from both BT and Sky. It is hoped the move will allow BT Sport to charge extra for advertising and boost viewing figures.

BT revealed it had reached the 1 million landmark earlier this week (13 August), although viewing figures have failed to break into the hundreds of thousands since launch (1 August).

Earlier this year BT Sport emerged as the unlikely holder of 38 live Premier League football matches after agreeing to pay £246m per season, sparking a battle with Sky. In total BT has spent more than £1bn obtaining sports rights packages.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here