UPD MS3 Claim KC Blocks it from Advertising Rival Fibre Broadband in Hull UK

MS3 Communications, which is currently deploying a new fibre optic ultra-fast broadband ISP network for businesses in Hull (Yorkshire, UK), has expressed “outrage” at the local incumbent telecoms operator (KC) after they allegedly prevented MS3 from advertising within the local Stadium (home to Hull City and Hull FC).

MS3 have already struck a deal with local Super League Rugby team, Hull Kingston Rovers (HKR), for the naming rights to MS3 Craven Park and had also been hoping to advertise within the KC Stadium (clues in the name). But MS3 told ISPreview.co.uk that “being in direct competition with Kingston Communications it appears the incumbent operator has put a block on MS3 from advertising with either of the clubs!”.

MS3 notes that KC separately wanted to advertise their own brand on HKR’s new North Stand, which is currently under development, a move that was not blocked by MS3 as they “didn’t see why Hull KR should be denied any potential income from other sponsors“.

MS3′s Communications Manager, Sam Hales, said:

“We wanted to do some advertising with Hull City for the forthcoming 2012-2013 season, we recognise that they have a very captive audience, a large fan base and regularly get great attendances.

As a lifelong Tigers fan I can see the huge benefits of exposing our brand in the stadium, a stadium which actually belongs to the council not Kingston Communications and if anyone should have a right to block something it is the council.”

Relations between KC and MS3 have until recently been fairly cordial, although MS3 claims that KC has now started “rolling out fibre in exactly the same areas where MS3 have recently been busy installing their own network“, which has resulted in MS3 questioning KC’s commitment to competition in Hull.

“Recent acts have started to show that [KC] most certainly isn’t [welcoming competition]“, said MS3’s update. In March 2012 a KC spokesperson said that MS3’s service was, “good for local businesses as it means they’ll now also have even more choice in provider“. KC currently aims for its rival fibre optic network to pass 15,000 homes and businesses before the end of 2012 and claims that MS3’s comments are incorrect.

A KC Spokesperson told ISPreview.co.uk:

“We’re very surprised by MS3’s claim as it is entirely incorrect. While there is an exclusivity clause in the agreement that covers our sponsorship of the KC Stadium, we were happy to waive this so that MS3 and other communications providers could advertise at the stadium last season, and we’re happy to do this again for the current season.”

In fairness companies can pay a lot of money for exclusivity in sponsorship deals. It’s thus perhaps unsurprising that MS3 would run into troubles when attempting to advertise in a stadium whose name starts with that of their arch rival KC.

UPDATE 3:31pm

Added KC’s comment above.