Sky financial chief Jermy Darroch said the acquisition supported Sky's strategy of becoming a leading provider of online sports and gaming services.
"Bringing together 365 Media's extensive network of sports and gaming web sites with our own Sky Sports and SkyBet businesses will allow us to reach a broader audience," said Darroch. "This will give us greater presence in online advertising and will position us to take full advantage of growing opportunities in gaming."
Earlier this month Sky announced a ground-breaking alliance with Google to offer Sky's broadband customers a suite of new search, communications and video services. The pair also agreed to explore joint opportunities in future forms of web, TV and mobile advertising, sharing revenues from click-throughs on sponsored links. This summer Sky took full ownership of teenage girl site Mykindaplace.com, which also provides web design services.
Lovelace Consulting | 18.12.2006