Setanta, as a brand, is now dead in Ireland after Eir’s acquisition culminated in a name change across the TV package.
Eir Sport, the new name for the former Setanta Sports package, was unveiled today (5 July), more than six months after the former purchased the latter in a major deal.
Calling it a “fresh and modern identity”, Eir’s Jon Florsheim spoke of his company’s ambition in the TV market, with the newly-named six-channel Sport Pack now consisting of Eir Sport 1 and Eir Sport 2; BT Sport 1, BT Sport 2, BT Sport Europe and BT Sport ESPN.
“Today is the most tangible proof point yet of our transformation as we become a broadcaster, supplying an amazing range of live sport to customers throughout Ireland,” he said.
In a separate deal, the package is available free to all existing Eir broadband customers, of which the company claims there are 370,000 in Ireland.
“Not only does this provide customers with quality content, we are also letting customers choose how they want to watch that content either at home on the TV or on the go via the Eir Sport app.”
The company also announced a collection of licensing agreements, including the 2019 Rugby World Cup, the full suite of Formula One coverage through to 2018 and the Rio Paralympic Games coming up in a couple of months.
This includes the 42 Premier League games Eir now provides through its BT deal, as well as Champions League and Europa League football.
The price Eir bought Setanta at – as well as the rights to BT Sport in Ireland – has never been revealed, but the company has claimed to have invested €1.3bn over the past four years to enhance fixed and mobile network infrastructure, “the largest investment programme of any provider in the country”.