Sky Media, the advertising sales arm of the major pay-TV broadcaster, has announced a record-breaking number of sponsors for its coverage of the 2025-26 English Premier League matches. The broadcaster has secured four new brand deals, expanding its portfolio to an unprecedented six sponsors.
This development marks "the single largest Premier League investment in Sky’s history." As the new season kicks off today (August 15), Sky Sports welcomes four new "whistle-to-whistle" sponsors: beer brand Guinness, soft drinks giant Coca-Cola, food delivery service Uber Eats, and The British Army.
These brands will feature prominently across live coverage and branded content activations. They join returning partners Bet365 and video game developer EA. Bet365 continues its sponsorship of pre- and post-match coverage while EA expands its multi-year partnership to deliver digital and social content.
Expanded offering includes social media sponsorship
The expanded offering this season includes sponsorship of featured social clips across Facebook, Instagram, TikTok – a first-time inclusion – with a dedicated branded content pot allowing sponsors to co-create content alongside Sky Sports talent. Each brand will gain visibility across all Sky Sports platforms including broadcast, video on demand (VOD), social media channels as well as digital platforms.
Sky Sports is entering the first year of a new Premier League rights cycle that was announced back in 2023. The English top-flight will continue to be shown domestically by both Sky and pay-TV rival TNT Sports after they secured four-year rights deals worth £6.4 billion ($8.7 billion) running from 2025-26 through to 2028-29.
The league made several changes for broadcasters including extending the cycle from three seasons to four seasons along with an increase in live matches per season from 200 to 270. Sky has secured four of the five packages on offer and will air a minimum of 215 live matches per campaign. This includes Saturday 5.30pm kick-offs, Sunday 2pm and 4.30pm games, evening fixtures on Mondays and Fridays, three midweek rounds as well as all ten fixtures from the final day of the season.
Innovative coverage features multiview
The broadcaster’s coverage starts today with champions Liverpool taking on Bournemouth in the opening game. The coverage includes innovative features like Multiview which allows subscribers to watch up to four live matches concurrently.
Brett 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.”
This feature echoes NFL's "Red Zone" coverage that switches between games based on where action is happening. It forms part of Sky's expanded offering aimed at adapting to the rapidly changing media environment. In addition to today’s match, Sky will also be showing Wolverhampton Wanderers vs Manchester City tomorrow along with Chelsea vs Crystal Palace, Nottingham Forest vs Brentford and Manchester United vs Arsenal on Sunday.
