BSkyB has increased its influence in the Premier League once again by buying a stake in Sunderland Football Club.

BSkyB is paying £6.5m for a 5% stake in Sunderland, and another £6.5m for exclusive marketing rights.

BSkyB will be the exclusive commercial and media agent for the club for the next five years, with 70% of any revenues raised going to Sunderland and 30% going to the broadcaster.

Sunderland will use the money to fund a youth academy to promote young football talent.

Bryan Sanderson, chairman of the Sunderland board, said the deal was good for both supporters and shareholders.

"Funds raised from this alliance mean, once planning permission has been granted, we can implement plans for our academy without delay," he commented.

BSkyB said it was entering into the partnership in order to maximise the club's revenues from sponsorship, advertising and media rights.

"Sunderland has a great heritage, excellent support and strong management as well as a magnificent new stadium.

"The cash injection in the club and investment in the academy will help Sunderland to compete at the highest level and continue to develop," said Vic Wakeling, managing director of Sky Sports.

The deal is the latest move by BSkyB since it was rebuffed in its £683m bid to buy Manchester United.

It has subsequently acquired minority stakes in Leeds and Manchester City.

Other media companies have also taken a similar approach, with Granada taking a stake in Liverpool, and cable TV company NTL buying a stake in Newcastle.

The TV companies are hoping to secure their position when the television rights for broadcasting live football matches -now owned by BSkyB - come up for renewal in 2001.