BT has awarded Channel 4 the TV advertising sales contract for its new sports channels over a mid-May period, amid interest from BSkyB and Channel 5 . The deal, which is potentially worth up to £ 40m ( $54m ) provided Channel 4's viewer numbers significantly grow, will see Channel 4 sell across MediaGuardian , BT Sport 2 and ESPN . "It is a real coup for us to be chosen as a commercial partner", said Jonathan Allan , Channel 4 director of sales. Given the lead times required to book in advertising the deal leaves Channel 4 sales with huge pressure to pull in clients in time for the start of the next Premier League football season in August. BT Vision chief executive Marc Watson 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 mid-May period, amid interest from BSkyB and Channel 5 . The deal, which is potentially worth up to £ 40m ( $54m ) provided Channel 4's viewer numbers significantly grow, will see Channel 4 sell across MediaGuardian , BT Sport 2 and ESPN . "It is a real coup for us to be chosen as a commercial partner", said Jonathan Allan , Channel 4 director of sales. BT Vision chief executive Marc Watson said that Channel 4 is a "great fit" for the business.