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Foxtel sponsors Nine Footy

As the dust settles on AFL programming for 2007, the fallout becomes more and more bizarre.

Foxtel will now co-sponsor Channel Nine’s AFL programs, running ads for its own footy shows.

Yesterday I told you that Seven and TEN had refused to carry Foxtel football ads which boasted it had more live football than any network, running matches ad-free. The two commercials which had paid big bucks were furious with the claim.

So now Nine and Foxtel have stitched up a deal which will see the same ads running during The Footy Show, The Sunday Morning Footy Show and Nine’s new Monday programme Footy Confidential.

Eddie McGuire, Nine Network Chief Executive Officer said: “We are delighted to announce this sponsorship. Our AFL programming is an integral element of our offering to audiences and we believe that Foxtel’s sponsorship will be a successful marketing partnership.”

I’m surprised he was so polite. Nine is famously unhappy at Seven and TEN securing the AFL rights, so to direct viewers from them to Foxtel (of which PBL is a part-owner) is a nice free kick.

Foxtel CEO Kim Williams said, “The beauty of this sponsorship is that it allows us to talk to dedicated AFL fans as well as a broader audience who tune into Nine’s AFL programming for its entertainment value.”

Brian Walsh said: “Foxtel is delighted to partner with the Nine Network as presenting sponsor of the 2007 AFL Footy Show and the network’s other signature AFL programs. The Footy Show continues to set the benchmark for sports/variety television in Australia and we are proud to brand the Foxtel name across its marquee.”

Ouch. These are the same guys that are in bed with Seven and TEN? I’ve seen friendler punch-ups down at the local little league.

What a mess.

The Footy Show returns 9:30pm Thursday March 15 on Nine.

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