SBC News Voice of the Sports Betting Industry
Sky Sports has confirmed that it will become the exclusive broadcaster of Ladbrokes Scottish Premiership content from 2020, agreeing on a five-year deal with the Scottish Professional Football League (SPFL).
UK news sources report that Sky Sports blew competitor BT Sports out of the water with a £100 million package, bolstering its dedicated ‘Sky Football’ programming for 2020.
Confirming the deal, Sky Sports reveals that it will broadcast 48 ‘Ladbrokes Premiership’ matches per season. Furthermore, Sky Football will become the exclusive distributor of Ladbrokes Scottish Premiership highlight content across digital verticals.
Neil Doncaster, Chief Executive of the SPFL commented: “I am delighted that we have been able to secure an exclusive partnership with the UK’s leading sports broadcaster. This deal demonstrates Sky Sports’ commitment to showcasing the pinnacle of Scottish football.”
Updating the media, Sky Sports details that it has undertaken its biggest commitment to Scottish football, having recorded an 87% increase in Ladbrokes Premiership audiences.
Barney Francis, Sky Sports UK Managing Director, said: “This is a hugely exciting time for Scottish football – something that has been reflected in the number of fans tuning in to watch on Sky Sports.
“With more games, in-game clips and highlights of every single Ladbrokes Premiership clash, fans won’t miss a minute. Add in live coverage of Scotland’s Nations League campaign, and every European Championship and World Cup Qualifier and we’ve really got the Scottish game covered.”
