Setanta to spend £4 million on rebranding

Irish sports broadcaster Setanta is reported to be spending £4 million over the next year to help boost its profile.

Earlier this week the company secured a £213 million investment from Doughty Hanson & Co, Goldman Sachs, Davy Stockbrokers and Adams Street Partners. Part of that money will be used to fund marketing to help expand its UK operations.

A new yellow and black logo will be revealed in January, alongside its first nationwide advertising campaign, with some national and regional press ads beginning this weekend.

The broadcaster has made a number of exclusive sports rights acquisitions this year, including poaching golf's PGA Tour from Sky, and paying £392 million for the rights to two Premier League packages for the next three seasons.

A Setanta Golf channel launches in January.