BT has awarded Channel 4 the TV advertising sales contract for its new sports channels over a three - year period , amid interest from BSkyB and Channel 5 . The deal , which is potentially worth up to £ "We look forward to growing our businesses together, in what we expect to be a very successful, long term partnership," he said. 40 m ( $ 54 m ) provided BT Vision subscription numbers significantly grow , will see Channel 4 compete across BT Sport 1 , BT Sport 2 and ESPN . " It is a real coup for us to be chosen as a commercial partner " , said David Allan , Channel 4 's director of sales . BT Retail chief executive Marc Smith said that Channel 4 is a " great fit " for the business .
BT has awarded Channel 4 the TV advertising sales contract for its new sports channels over a three - year period , amid interest from BSkyB and Channel 5 . The deal , which is potentially worth up to £ 40 m ( $ 54 m ) provided BT Vision subscription numbers significantly grow , will see Channel 4 compete across BT Sport 1 , BT Sport 2 and ESPN . " It is a real coup for us to be chosen as a commercial partner " , said David Allan , Channel 4 's director of sales . BT Retail chief executive Marc Smith said that Channel 4 is a " great fit " for the business .