Investment and trading platform IG has signed a three-year partnership with Sky Media, becoming an official co-sponsor of Sky Sports Premier League coverage for the next three seasons, marking one of IG’s biggest UK marketing investments to date.
IG joins Guinness, Coca-Cola, Uber Eats, bet365 and EA Sports in the line-up, and is the only investing and trading platform represented within the sponsorship portfolio.
The brand will feature throughout every live Premier League broadcast across Sky Sports’ television channels, Sky Sports+, the Sky Sports app, skysports.com and Sky Sports’ social channels, as well as out-of-home broadcasts in pubs and venues across the UK and Ireland.
The partnership places IG at the heart of one of the world’s biggest sporting competitions. Sky Sports will broadcast more than 80% of all live Premier League matches, including at least 215 games each season, giving IG access to Sky Sports’ highly engaged social audiences, with a total social following of over 120 million.
The partnership, negotiated by media agency Medialab, has been launched with idents developed by IG’s lead creative agency, Neverland. Inspired by one of football’s most recognisable traditions – commentators’ player introductions – IG welcomes a team of investors rather than players, drawing a connection between the game and investing. Directed by Chris Ranson and produced by Untold Studios, the idents feature commentary of the players as they appear.
The campaign will be supported by additional digital content rolling out across the season, extending the activation beyond live match coverage. Campaign performance will be measured throughout the season using the agency’s proprietary effectiveness platform, Apollo.
IG marketing and growth director Elise Ash said: “This partnership reflects the scale of our ambition as a business. The Premier League is home to an incredible level of energy and attention week in, week out, and we are excited to establish a sustained, season-long connection with such a passionate audience.
“Building on our previous sponsorship of the January Transfer Window, this longer-term partnership will ensure financially switched-on fans are superpowered by IG across the channels they frequent.”
Medialab partnerships director Mattie Mould added: “Since we began working with IG last year, we’ve partnered closely to continually drive for better and bigger; more insight, more data, more creativity. It’s been fantastic to work with such an ambitious client and to be able to lead them to the biggest sponsorship not only on Sky Sports, but in the UK.
“Every match demands split-second decisions and smart strategies; the exact same qualities that drive savvy investors and top trading platforms. This is a big one and we’re proud to be working on it with IG, Sky Sports and Neverland.”
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