Sky Digital Media terminates sales contracts with 23 sports websites

BSkyB&rsquo;s digital sales house said yesterday that it will stop selling ads for 23 third-party sports sites as it moves to focus its resources on increasing revenues.<br /><br />The sites due to be terminated comprise mainly of small rugby, gymnastics and niche fan sites, and make up just 1.8 per cent of Sky Digital Media&rsquo;s (SDM) total sports inventory.<br /><br />&ldquo;As part of an ongoing review of our third party relationships, we have taken the decision to refocus our efforts on those sports sites which are delivering the reach and impact that our advertisers want,&rdquo; said a BSkyB spokesman.<br /><br />SDM sells ads on a total of 180 sites, including the websites for BSkyB channels such as Sky News and Sky Sports, as well as 14 premiership football club sites and two governing bodies.<br /><br />Sky added that no jobs would be lost as a result of the decision, but that it could now ensure its full team is working hard of the sites that make the biggest difference to its business.<br /><br />BSkyB said last month that its full-year ad revenues had dropped by six per cent.