BT has announced the signing of Tottenham Hotspur and Wales midfielder Gareth Bale to help publicise the launch of its new BT Sport television channels this summer.
BT Sport is set to broadcast 38 live English Premier League games a season for the next three years in a deal that starts this August. As part of the marketing campaign to promote the new service, Bale has signed on as a BT Ambassador for three years – in an agreement that will see the Welshman feature in TV adverts for the new service, as well as appearing as a regular guest on programmes. Bale is regarded as one of the most in-form players in the football world at present. He has also worked with BT in the past, having appeared in the telecommunication company’s TV adverts in 2010 when it started selling Sky Sports packages to its customers.
As well as its Premier League rights package, BT Sport has also secured the rights to live top-tier matches from Serie A in Italy, Ligue 1 in France, Campeonato Brasileiro Serie A in Brazil and Major League Soccer in the USA. In addition, BT’s acquisition of ESPN’s TV channels business in the UK and Ireland will bring the rights to show live games for the FA Cup, Scottish Premier League, UEFA Europa League and the German Bundesliga. Head of BT Sport, Simon Green, said: “We are thrilled that Gareth has agreed to feature in our TV adverts and some BT Sport programmes, as well as becoming a BT Ambassador. He has developed into one of the most-admired and coveted players in the Barclays Premier League in recent years. He is also an inspiring role model for young sports fans, who remains dedicated and focused on developing his considerable talent.”
Bale added: “I am delighted to continue my relationship with BT by becoming a BT Ambassador. A great deal has changed in my football career since my first partnership with BT, and I am happy to extend that relationship for the next three years. I am excited about the launch of BT Sport and I am happy to play my part in making it a big hit.”