Dublin-based Setanta Sports has the rights to broadcast the Scottish Premier League on a pay-perview basis. Since a smoking ban was recently introduced in Scotland, Setanta has seen an additional 10,000 subscribers sign up to its service, while it is reported to have already substantially beaten its targets for customer sign-ups. Setanta Sports' marketing director, Robert Robinson, said the broadcaster has "ambitious" plans to grow its audience share.

Apart from airing the Scottish Premier League, Setanta is also in the running to bid for rights to broadcast at least some matches from the next English Premiership season. The broadcaster has also secured exclusive Irish rights to Formula One coverage and next year's Rugby World Cup.

The rugby is being sponsored once again by Heineken, which last week confirmed that it will come on board for the event which will take place in France.

Heineken did not disclose the value of the deal.

The group, which has already decided to cease TV advertising in the UK, has said it wants to use more of its marketing budget to sponsor sporting events.

Heineken claimed that the Rugby World Cup is watched by 3.5 billion people in 209 countries.