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The Guardian - UK

Roy Greenslade

Cross-promotion for News Corp media

New idents for Sky Sports News showing footballers playing "keepy-uppys" are part of a sponsorship deal with The Sun newspaper. The idents feature The Sun's "We love it" slogan, and a voiceover that states: "Keep up! Paper, online, mobile. The Sun - sponsors of Football Tonight." Sky and The Sun are, of course, both part of the News Corp stable. Isn't cross-promotion a wonderful thing? (Via mad.co.uk)

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