Online & Digital
FA CUP
Issue 11 | July 2009
Background
Setanta Sports is a pay TV channel in Australia that relies primarily on subscriptions for its revenue. In the 2008/9 season Setanta secured exclusive rights to show the FA Cup – the oldest knockout competition in the world. Setanta wanted to promote this fact, and the games it was covering, to the large, football-loving, English ex-pat community in Australia.