BT Vision has awarded the TV advertising sales contract for its new sports channels to Channel 4, in a three-year deal worth up to £40 million (€49m) over the period. Sky and Channel 5 also bid for the contract. Channel 4 also handles the TV ad sales for third parties including UKTV, home to channels including Dave and Gold, PBS America and music station network Box TV.

The BT Retail chief executive, Marc Watson, said that Channel 4 is a “great fit” with his business. “We look forward to growing our businesses together, in what we expect to be a very successful, long term partnership.”

The ad sales contract will see Channel 4 sell across BT Sport 1, BT Sport 2 and ESPN, following the telecoms company’s acquisition of the US sport giant’s TV business in the UK and Ireland.

Channel 4 will also run an auction process for BT Sport for betting partners offering live odds and split-screen technology across live coverage.

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