BT Sport and SKY Sports: Round 4

The plot thickens; wires are crossed in the form of mixed messages, BT and SKY Sports competitors become allies and then competitors again in the same day. At the same time Virgin Media is dragged into the ongoing sports-package rivalry bout...WHAT IS GOING ON?!

Round 1: The battle for TV sports customers started on May 9th when BT Sport launched a £100m+ campaign, executing 1,132 press ads within 33 days.

Round 2: SKY Sports then hit back with a series of direct competition ads and big budgets to boot.

Round 3: David Beckham is brought in as the trump card to endorse SKY Sports.

Now, we're into round 4 and the ad battle has escalated to the point of confusion. SKY has fired a broadside across the BT's bows, by guaranteeing the best price for both packages, whereas BT has countered stating you can only get BT Sport through BT:

Who to believe?!

Furthermore, Virgin Media and ESPN have unwillingly been thrown into the ring too with another message contradictory to that of the previous SKY Sports ad:

Very confusing for potential customers and it seems the only beneficiaries are the media owners.

At least SKY and BT can't be criticised for rolling out the same creative throughout the whole campaign. 

Lets see what happens next!

#PurePoint

Round 3....

...Ding Ding!! .....There is seemingly no end to the exhaustive budgets and sporting rivalry between BT Sport and SKY Sports ... with SKY producing a power punch in the latest round by introducing David Beckham to front their current advertising campaign.

Probably the most recognisable British sportsman, certainly in the world of football, a mass ad campaign launched this week across Sky and terrestrial TV channels as well as outdoor, print and digital activity.

WPP agencies Maxus and MediaCom must be loving the ongoing battle as the budgets continue to get ploughed in to multi media campaigns.... Just how many rounds can they afford to go??

Initial contender for #PureAdOfTheWeek