Media release: STV announces new sports partnership with Premier Sports


STV has today announced a new partnership with pay television sports broadcaster, Premier Sports, and their free-to-air sister channel, FreeSports.

The partnership will initially cover two distinct areas with scope to develop and extend as both STV and Premier Sports continue to grow their audiences.

Through this new deal, the STV Player will become the first partner to host a live stream of 24-hour sports channel, FreeSports, providing an ‘always on’ sports offering on the STV Player.

Sports fans will be able to keep up with events around the clock with highlights and live coverage from the UK and global sporting calendars, including up to ten live football matches a week from Major League Soccer (MLS), Liga NOS and Serie A.

In addition to football, sports covered include international rugby, ice hockey, motorsports, boxing, wrestling, pool, cycling and equestrian events.

STV will also become the exclusive advertising sales agent for Premier Sports’ subscription services, Premier Sports 1 and Premier Sports 2, across all of their broadcast and digital platforms as they continue to build market share in the UK. The advertising sales agreement is for a term of three years.

Launched in 2009, Premier Sports holds exclusive live UK and Republic of Ireland TV rights to Guinness PRO14 Rugby (UK only), Premier League (ROI only), Scottish Cup Football, Serie A, Eredivisie, NHL, NASCAR and GAA.

The new deal builds on STV’s experience of marketing one of Scotland’s biggest commercial broadcast channels (STV) and biggest commercial video-on-demand service (STV Player) where digital revenues were up 19 per cent in the first half of 2019.

Harnessing STV’s expertise in providing effective marketing solutions on broadcast and around premium digital content, the new partnership will ensure advertisers can target their products and services to Premier Sports subscribers across the UK.

Peter Reilly, STV’s commercial director, said: “This partnership will provide our viewers on STV Player with access to 24-hour sports coverage. In addition to the wide range of original and archive content already available, FreeSports will further strengthen the STV Player as Scotland’s content destination of choice.

“We are also delighted to be appointed as exclusive sales agent for Premier Sports. STV is Scotland’s pre-eminent advertising platform and we look forward to bringing our expertise and proven track record of working with advertisers to drive growth for Premier Sports across their digital and broadcast platforms.”

Richard Sweeney, chief executive officer, Premier Sports, said: “We are thrilled to partner with STV as we look to continue growth across our three channels with ever increasing sports content.

“The addition of FreeSports to the STV Player is a welcome boost for fans of the channel and will be a huge hit with users of the STV Player.”


For further information, please contact the STV press office:

Katie Martin
0141 300 3109

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Contact: Katie Martin