Setanta Sports seeks fourth PR agency

Troubled broadcaster Setanta Sports is poised to hire a fourth PR agency to strengthen its reputation in the UK.

The Irish broadcaster recently lost a bidding war with BSkyB over rights to show live Premiership football games.

It managed to win only one 23-game package out of six, which may make it harder for it to attract new subscribers and retain current users.

Setanta Sports already uses Braben for press office work, Powerscourt for corporate work and PMPR in Scotland. Now the broadcaster is on the hunt for an agency to help build the brand in the UK and reach out to sports fans.

Setanta has seen pitches from three agencies, believed to be Pitch PR, Mischief and Mantra. Marketing director Timothy Ryan is leading the search and a decision is expected in a couple of weeks.

Recent reports have suggested the broadcaster may have to target the lower end of the market, comprising consumers who find the Sky monthly fee too expensive, and expatriates, who have traditionally constituted part of its audience share.

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