Setanta Sports hires FD for NA work

NEW YORK: Setanta Sports, the international sports broadcasting network, has retained FD in North America for a corporate and brand communications program to support the Irish company's rapid expansion in this market.

NEW YORK: Setanta Sports, the international sports broadcasting network, has retained FD in North America for a corporate and brand communications program to support the Irish company's rapid expansion in this market.

Setanta has grown rapidly across the English speaking world in recent years, and is largely known for offering international soccer matches and rugby, but also offers auto racing, golf, and other sports. The channel is broadcast through Direct TV and on a pay-per-view basis in commercial establishments.

Chris Low, Setanta director for marketing and PR, said the agency will work to both build brand awareness in this country, as well as conduct market research and further develop the company's online presence.

"The time has come now that they need a bigger national campaign that is tied into their international strategy," said Paul Keary, FD senior managing director. "They are no longer the company that first came to this market; they are now a strong broadcasting option for any international sports fan here in the US, and we have a footprint here that matches a lot of their target audiences."

"It made sense that we found a PR partner that could also understand our global channels and we chose FD for the way they are structured and because they can accommodate all aspects of our work," Low said.

The company reviewed several agencies, but decided on FD because of its capabilities across multiple disciplines and its previous work fell in line with Setanta's goals.

FD also represents the broadcaster in its home country of Ireland. Keary said the agency has worked with a number of sports related entities across the world, including numerous English Premiership soccer clubs and various sporting bodies within the US.

"We also are the type of firm that doesn't just do one thing, and for a company like Setanta, I think it works well," Keary said.

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