BT exec targets strengthened sports links with BBC

Delia Bushell, managing director of television and sport for UK telecommunications company BT, has said talks are being held to strengthen the bond between its pay-television broadcaster BT Sport and public-service broadcaster the BBC.

Bushell told UK newspaper The Independent that the partnership is a “very good relationship”. She said the settlement which allows for Gary Lineker to present for both outlets was “amicable” and followed a similar agreement with Clare Balding.

Bushell said she has been in talks with the BBC’s head of sport, Barbara Slater, to further the relationship. The broadcasters jointly cover men’s club football competition the FA Cup and plan to team up to promote the women’s game, where BT Sport has rights to the Women’s Super League and the BBC screened the 2015 Fifa Women’s World Cup.

“There is a moment in time where both BT and the BBC see an opportunity to put a lot more momentum behind women’s football,” Bushell said.

BT Sport on Tuesday launched its high-profile acquisition of Uefa Champions League and Europa League rights through coverage of Manchester United’s game against Club Brugge in the former competition.

Bushell admitted that the year ahead is about making its Champions and Europa League coverage “work very effectively for us” in driving its subscriber base in both broadband and television.

Meanwhile, she also stressed the importance of its new BT Sport Showcase channel. The free-to-air digital channel will offer live coverage of some Champions League and Europa League games, along with rugby union, tennis and motorsport.

Bushell added: “There is real value to having some mass market free-to-air coverage to make sure you retain mass audience interest and continue grass roots growth of those sports. Without a doubt you have seen some of the sports that have gone entirely pay, like cricket and golf, have started to struggle at a grass roots level.”