BT has awarded the TV advertising sales contract for its new sports platform to Channel 4.
The broadcaster has signed a three-year deal with BT following a competitive tender process, and will now be charged with securing advertisers for BT Sport 1, BT Sport 2 and ESPN.
Channel 4 has experience in this field, having successfully handled third-party ad sales for UKTV, Box TV and PBS America.
Jonathan Allan, Director of Sales at Channel 4, said the broadcaster was "delighted to be representing BT Sport" and it is "a real coup" to be chosen as a commercial partner.
"The addition of BT’s premium sports content gives us an unrivalled ability to target young and upmarket audiences," he stated.
"Together, we are looking forward to changing the game in the way we work with advertising partners and build upon our reputation for innovation and challenging the status quo."
Marc Watson, Chief Executive of TV at BT Retail, said the company was "delighted" to be working with Channel 4 to sell advertising on BT Sport.
"The companies are a great fit and with Channel 4’s sales experience and our channels, we look forward to growing our businesses together, in what we expect to be a very successful, long-term partnership," he stated.
The biggest draw for advertisers is likely to be BT Sport's coverage of the Barclays Premier League, which begins in August 2013.
BT Sport has secured the exclusive rights to 38 top-flight football fixtures per season - 18 of which are top-pick matches - on a three-year deal.
Viewers will also be able to enjoy action from the FA Cup, Europa League, Scottish Premier League, German Bundesliga, Serie A, Ligue 1, Brasileiro and Major League Soccer.
In addition, BT Sport will show exclusive coverage of 69 live rugby union games from the Aviva Premiership, and show tennis matches from 21 tournaments on the WTA Tour.