Tamara Badashvili, Deputy CEO and member of the Setanta Sports Board, spoke about the deal to broadcast Ukrainian championship matches.
"Only a month after the acquisition agreement was signed, Russia launched a full-scale war in Ukraine. Despite these disturbing circumstances, we stayed true to our original plan, including our communication strategy.
Obviously, broadcasting the Ukrainian Premier League was not a profitable move for us, both then and now. However, this decision helped us to connect with people in a deeper way. In line with our brand ethics, we took on a social responsibility by playing an important role in restoring the regular rhythm of life in Ukraine in the face of Russian aggression.
Filming in such conditions was dangerous. Our employees had to seek shelter during the air raid. They had to continue filming after the air raid was over. In addition to the emotional and physical difficulties, it was also a big financial cost for the company. Nevertheless, we strongly defended the sporting spirit of Ukraine and preserved the key social role of football.
We wanted to show that we are not a brand that just sells something. We are a brand that can respond to the challenges facing the country and find support for it with strong values and solutions," Badashvili said.