UK terrestrial broadcaster Channel 4 has signed a one-year deal worth #4m with StepStone, the European online recruitment agency, giving StepStone broadcast sponsorship of all sport coverage on Channel 4.
Channel 4 broadcasts coverage of Italian soccer, Test cricket, horseracing and cycling's Tour de France. The sponsorship also includes branding the Channel 4 sports web site and advertising in the station's magazines.
Said StepStone chief executive, Giles Clarke: "Channel 4 is the terrestrial challenge that has the highest proportion of Internet users amongst its viewers."
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