Sky Sports makes major signings in new football deal

As the kick off for the 2025/26 Premier League looms larger than the Wembley Arch, Sky Media has signed up a new squad of sponsors, expanding the deal from two to six packages as major brands view a sliced of the on- and off-pitch action.

This deal marks the single largest Premier League investment in Sky’s history, with the broadcaster bringing in four new “whistle-to-whistle” sponsors – Guinness, Coca-Cola, Uber Eats and The British Army – who will not only feature prominently across live Premier League coverage but also lead in branded content activations.

They join returning partners bet365, which continues its sponsorship of pre- and post-match coverage, and EA, which has expanded its multi-year partnership to deliver digital and social content tailored to fans.

PHD Media Group handled the deals for UberEats and Guinness; Essence Mediacom signed up Coca-Cola; Mindshare fixed up EA Sports; and MGOMD handled The British Army.

Sky Media managing director Brett Aumuller said: “This is a landmark moment. With four new brand partners joining our Premier League roster, it marks the largest ever investment into our coverage spanning TV, digital and social.

“Sky Media really is the Home of Sport for advertisers and with our biggest ever year of football ahead, we’re looking forward to helping our partners connect with fans up and down the country on its biggest stage.”

This season’s expanded offering includes sponsorship of featured social clips across Facebook, Instagram and TikTok, and, for the first time, a dedicated branded content pot, giving sponsors the opportunity to co-create bespoke content with Sky Sports talent and amplify their presence beyond live match moments.

With at least 215 matches a season, a record number to be shown on Sky Sports, each sponsor will get equal visibility across Sky Sports’ platforms, including broadcast, VoD, social and digital platforms, in move which the broadcaster maintains will ensure “comprehensive reach and resonance with football fans”.

The new sponsorship structure is designed to help partners deliver on varied campaign objectives, from brand awareness to digital storytelling. With the Premier League continuing to draw vast audiences across all demographics, it is claimed this is a “unique opportunity” for brands to embed themselves in the rhythm and passion of the season.

Over 80% of live broadcast Premier League matches will be on Sky Sports, and customers can expect at least four live games every week. There will be at least 215 games each season, with Sky Sports having all first pick matches. The 2025/26 Premier League season runs from August 15 2025 to May 31 2026.