StreamUK creates bet-funded delivery of sports content with Enda Sports & Media

StreamUK and Enda Sports and Media will be producing the first of a series of live sporting events this weekend when they broadcast the International Football Cup from Antalya, Turkey. The costs of delivering the event over the internet will be met by providing betting opportunities to viewers in place of the normal advertising or pay per view models.

The tournament includes top teams from Russia, Ukraine, Poland, Romania, Kazakhstan, Azerbaidjhan, Uzbekistan and Albania and will be broadcast live to the club websites. Including:


The match will also be shown at

Matches take place from Saturday 1500 GMT with the full schedule being:

Match 1 : 28 Jan. 2012 Terek Grozny (Russia) vs Ordabasy (Kazakhstan)
Service start: 12:45 GMT
Service ends: 15:00 GMT

Match 2 : 30 Jan. 2012 Methalist Kharkov (Ukraine) vs Phaktakor (Ozbekistan)
Service start: 12:45 GMT
Service ends: 15:00 GMT

Match 3 : 01 Feb. 2012 Terek Grozny (Russia) vs Rapid Bucharest (Romania)
Service start: 12:45 GMT
Service ends: 15:00 GMT

Match 4 (Final) : 03 Feb. 2012
Service start: 14:45 GMT
Service ends: 17:00 GMT


‘Exploring the possibility of replacing ads with betting opportunities opens a whole range of possibilities for content owners. It puts the question to advertisers: can you beat the CPM available? The potential is obvious and we have not even utilised our targeting capabilities yet.’ Said Duncan Burbidge, CEO of StreamUK.

‘This represents a fantastic new outlet for our high-quality content. It marks the start of what I expect to be an important partnership.’ Commented Metin Dalman, VP Media Operations for Enda Sports and Media.