• BT Sport launched a campaign with Ocean Outdoors to broadcast Champions League highlight reels on its digital billboards.

BT Sport signs billboard deal

BT Sport signs billboard deal

Source: Tim Bechervaise / Unsplash

BT Sport signed an agreement with digital out‑of‑home advertising group Ocean Outdoor to broadcast UEFA Champions League highlights on 16 advertising boards scattered across seven UK cities.

The first 60‑second clip was shown in mid‑February 2021 and the campaign will run until 31 May 2021 — the week of the competition’s Final.

It marks Ocean’s first exclusive digital content deal with BT Sport, and the first time a broadcaster has aired its Champions League coverage in such a way. BT Sport is using the platform to promote its Watch Together feature, which enables collaborative viewing of its broadcasts via the BT Sport App.

BT Sport renewed its rights to broadcast UEFA club competitions, including Champions League, Europa League, and the new Conference League tournaments, in November 2019, shelling out £400m per year until 2024 (BTwatch, #308).