Setanta Sports Hires Golfer Darren Clarke

Ryder Cup hero Darren Clarke has been hired to become the face of Setanta Sports in its battle to take on the dominance of Sky Sport.

Clarke will be the face of Setanta's new channel, Setanta Golf, as well as its nine-channel pay-TV offering which will include 46 Premier League games a year from the beginning of next season.

Another new channel showcasing the best of Setanta's sports offerings will launch on Freeview later this year.

"This is the start of Setanta coming into the UK market in a major way," said Leonard Ryan, co-founder and joint CEO of Setanta Sports.

"Our name is well known in Ireland, Scotland and in the US, but in the UK we are still very much the challenger brand. This is the start of it."

As the broadcaster's "brand ambassador", Clarke will appear across Setanta's publicity and marketing campaigns, and will also act as a commentator and studio pundit. He will also wear the Setanta name on his golf shirt.

"We hope to make Setanta's golf coverage even better with new technology and more analysis than there has been in the past," said Clarke. "If I am playing somewhere I will be able to come into the booth afterwards and tell you how the course is playing."

Setanta Golf launches next Monday. Its Freeview channel is expected to be priced slightly less than the £15 it charges for its satellite pay-TV package.