Sky Media has revealed a standout Premier League partner line-up as it prepares to kick-off the 2025/26 season, welcoming four new brand partners, expanding the deal to a record six sponsors. This milestone marks the single largest Premier League investment in Sky’s history, covering broadcast, digital and social channels.
Sky Sports will welcome 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 innovative branded content activations. They join returning partners bet365, which continues its sponsorship of pre- and post-match coverage, and EA, which expands its multi-year partnership to deliver engaging digital and social content tailored to fans.
Brett Aumuller, Managing Director, Sky Media, commented: “This is a landmark moment for Sky Media. With four brand-new brand partners joining our Premier League roster, it marks the largest ever investment into our award-winning 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 per season, a record number to be shown on Sky Sports, each brand will enjoy equal visibility across Sky Sports’ platforms, including broadcast, VoD, social and digital platforms, ensuring 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, this is a unique opportunity for our partners to embed themselves in the rhythm and passion of the season.
This season’s partnerships were brokered and planned in collaboration with leading media agencies. PHD Media Group (UberEats and Guinness), Essence Mediacom (Coca-Cola), Mindshare (EA Sports), and MGOMD (The British Army) each played a key role in bringing these landmark Premier League sponsorships to life across Sky’s multi-platform coverage.
