The deal will allow Top Up TV to retail Setanta Sports via its digital TV recorder set-top box, enabling Setanta to offer its sports content alongside the Top Up TV Anytime VoD and Picture Box movie services.
The start of the deal will coincide with the beginning of the 2008/2009 Barclays Premier League football season.
Setanta has invested heavily in live and exclusive rights to a range of key sports. These include the Barclays Premier League, top-flight boxing, golf from the US PGA Tour and, from this season, the FA Cup, England international friendlies and World Cup qualifying games for England, Scotland, Wales, Northern Ireland and the Republic of Ireland.
Yesterday, Setanta secured the rights to continue airing Scottish Premier League football for a further four years, starting from the 2010/11 season. The £125m deal will allow Setanta to broadcast 60 games live each season to the UK and Ireland.
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