Sky Media, the advertising sales arm of the major pay-TV broadcaster, has revealed its partner lineup for coverage of the 2025-26 English Premier League soccer season, securing four new brand deals and expanding its portfolio to a record six sponsors.
The broadcaster stated that this marks “the single largest Premier League investment in Sky’s history.”
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From the start of the new Premier League season today (August 15), Sky Sports’ four new “whistle-to-whistle” sponsors include beer brand Guinness, soft drinks giant Coca-Cola, food delivery service Uber Eats, and The British Army.
They will feature across live coverage and in branded content activations and join returning partners Bet365, which continues its sponsorship of pre- and post-match coverage, and video game developer EA, which expands its multi-year partnership to deliver digital and social content.
This season’s expanded offering includes sponsorship of featured social clips across Facebook, Instagram, and TikTok – which includes, for the first time, a dedicated branded content pot, allowing sponsors to co-create content with Sky Sports talent.
Each brand will gain visibility across Sky Sports’ platforms, including broadcast, video on demand, social, and digital platforms.
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By GlobalDataBrett Aumuller, Sky Media managing director, said: “This is a landmark moment for Sky Media. With four new brand partners joining our Premier League roster, it marks the largest ever investment into our coverage spanning TV, digital, and social.
“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.”
Sky Sports is entering the first year of a new Premier League rights cycle. In 2023, it was announced that the English top-flight would continue to be shown domestically by Sky and pay-TV rival TNT Sports after the duo secured four-year rights deals, running from 2025-26 to 2028-29, worth £6.4 billion ($8.7 billion).
The league made several changes to what was on offer to broadcasters, including the cycle increasing from the traditional three seasons to four, and an increase in the number of live matches per season available, from 200 to 270.
Sky has secured the maximum four of the five packages on offer and will air a minimum of 215 live matches per campaign, including Saturday 5.30pm kick-offs, Sunday 2pm and 4.30pm games, evening fixtures on Mondays and Fridays, and three midweek rounds, as well as all 10 fixtures from the final day of the season.
The broadcaster’s coverage starts today with champions Liverpool taking on Bournemouth in the opening game and includes innovations, including Multiview, which will allow subscribers to watch up to four live matches concurrently.
Multiview echoes the NFL's "Red Zone" coverage, which bounces to where the action is among the games and is part of Sky's expanded offering aimed at adapting to the rapidly changing media environment.
In the first matchday of the new season, Sky will also be showing Wolverhampton Wanderers vs. Manchester City tomorrow, as well as Chelsea vs. Crystal Palace, Nottingham Forest vs. Brentford, and Manchester United vs. Arsenal on Sunday.
