July 29 – After a summer of international tours and ad hoc tournaments, the Premier League kicks off August 8 and for those watching on TV it will be amid a barrage of bookmakers offering special odds, sign-up bonuses and exclusive bets.
BT Sport is one broadcaster that has resisted the lure of the bookies’ cash, signing a season-long broadcast sponsorship deal with classified ads website Gumtree – no figure has been released for the value of the sponsorship.
It is Gumtree’s biggest broadcast sponsorship deal to date and will see the company drive awareness of its Motors Marketplace section on the site to people hunting for second-hand cars.
Gumtree idents will feature during the opening, ad breaks, and closing credits of all 38 of BT Sport’s live Premier games, as well as repeats, preview and review programmes.
It will also be activated across BT Sport’s broadcast, online and mobile app platforms, cross-promoted on Gumtree’s owned platforms as well as activated via social media competitions throughout the football season.
Hannah Wilson, head of marketing at Gumtree said: “BT Sport has a fantastic reputation for its thorough and innovative coverage of the Barclays Premier League so it goes without saying that it’s an absolute delight for Gumtree to be able to partner with BT Sport for the 2015/2016 season to promote our Motors marketplace.”
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