Sky Media Reports Record Premier League Sponsorship Deal

Sky Media has announced an expansion of its Premier League partner line-up for the upcoming 2025/26 season, welcoming four esteemed brand partners and elevating its roster to an unprecedented six sponsors.

This milestone signifies the largest single investment in Premier League coverage in Sky’s history, promising substantial commercial growth and brand engagement across broadcast, digital, and social media platforms.

Commenting on the milestone, Managing Director of Sky Media, Brett Aumuller, said: “This is a landmark moment for Sky Media. The addition of four new brand partners underscores our commitment to providing award-winning coverage across multiple platforms.”

“With our most significant football year yet on the horizon, we are eager to help our partners connect with fans across the nation on the biggest stage,” Aumuller said.

This season’s offerings also include sponsorship of highlighted social clips on platforms such as Facebook, Instagram, and TikTok.

For the first time, sponsors will have access to a dedicated branded content fund, allowing them to collaborate with Sky Sports talent to create engaging content that extends their reach beyond live match moments. With a record of at least 215 matches set to air on Sky Sports, each partner will enjoy equal exposure across the network’s diverse platforms, including broadcast, VoD, and digital media.

Expressing enthusiasm about the partnership, Category Marketing Director at Guinness GB, Deb Caldow, noted: “We are thrilled to collaborate with Sky Sports for the upcoming season.”

“At Guinness, we understand that sports experiences are better shared, and our mission is to enhance those moments for fans, whether at the pub or at home.

“For decades, Sky Sports has brought football fans closer to unforgettable moments, and we believe this partnership will deepen that connection,” Caldow said.

President of EMEA Marketing at Coca-Cola, Javier Meza, added: “The ritual of watching a match together creates a unique bond, and Coca-Cola has always been about celebrating those moments.”

“We are proud to partner with Sky Sports—home of the Premier League—for the 2025/26 season and beyond,” Meza said.

Started last 15th August, Sky Sports will introduce four new whistle-to-whistle sponsors: Guinness, Coca-Cola, Uber Eats, and The British Army.

These brands will not only have a presence in live Premier League broadcasts but will also engage fans through tailored branded content initiatives.

They join returning sponsors bet365, which maintains its role in pre- and post-match coverage, and EA, which expands its partnership to provide fans with exclusive digital and social content.

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