IG signs three-year Sky Sports Premier League sponsorship
IG has agreed a three-year partnership with Sky Media, becoming an official co-sponsor of Sky Sports’ Premier League coverage for the next three seasons.
The partnership, which began with the opening weekend of the 2026/27 season, will see IG featured across live Premier League broadcasts on Sky Sports television channels, Sky Sports+, the Sky Sports app, skysports.com and Sky Sports’ social channels, as well as out-of-home broadcasts in pubs and other venues across the UK and Ireland.
The deal was negotiated by media agency Medialab, with creative developed by Neverland. The campaign includes idents featuring commentary-style introductions to fictional investors, with further digital content planned throughout the season.
Ocean Outdoor UK adds women’s tennis and golf to Sky Sports DOOH partnership
Ocean Outdoor UK and Sky Sports have agreed a partnership covering women’s tennis and golf content on Ocean’s digital out-of-home network.
The agreement includes highlights from the US Open Tennis and the Solheim Cup. Coverage of the US Open will run on Ocean screens from 31 August, followed by Solheim Cup coverage from 7 September. The agreement runs until 13 September.
The deal follows Ocean’s existing use of sports content including the ICC Women’s T20 World Cup and The Hundred. Its wider sports portfolio includes the Barclays Women’s Super League, England’s Red Roses and the senior England men’s team.
Criteo expands ChatGPT Ads integration across Europe
Criteo has expanded its integration with ChatGPT Ads, making advertising available through the partnership in 31 European markets.
The integration allows advertisers to access ChatGPT Ads through Criteo’s commerce platform. The rollout includes the UK, France, Germany, Spain, Italy and Poland, alongside the US, Australia, Canada, New Zealand, Mexico, Brazil, Japan and South Korea.
Criteo said the expansion follows its initial role as ChatGPT Ads’ first advertising technology partner and reflects the growing use of conversational AI for product discovery and research.
Minecraft launches first affiliate programme with impact.com
Minecraft has selected impact.com to manage its first affiliate programme.
The programme uses impact.com’s partnership technology to manage creator relationships, measure affiliate performance and make payments to creators internationally.
The announcement came alongside impact.com’s release of new AI and creator-commerce capabilities, including AI-powered partnership assistance, autonomous agents, a Model Context Protocol connector, creator storefronts and expanded creator discovery tools.
CreatorOS rebrands as Nutcake
Creator marketing platform CreatorOS has rebranded as Nutcake, bringing its existing platform and recently launched AI assistant under a single name.
The company, which launched its creator campaign infrastructure in 2022, said the rebrand combines its existing campaign-management capabilities with AI-powered assistance and data analysis.
Nutcake’s platform covers creator discovery, strategy, briefing, project management, contracting, payments and content pre-testing.
System1 launches AI tool for screening long-form creative
System1 has launched Test Your Ad Screen, an AI-based tool designed to screen up to 100 finished long-form advertising assets at a time.
The tool uses data from System1’s database of 18 million human emotional responses to generate directional effectiveness assessments across low, medium and high ranges. The company said the predictions correspond with human testing in nine out of 10 cases and that results are withheld where confidence is insufficient.
Test Your Ad Screen is available through System1’s online platform in the UK and US for long-form assets.
SportsShoes.com sponsors RUNcensored podcast
SportsShoes.com has agreed a sponsorship deal with trail and mountain running podcast RUNcensored.
Under the agreement, SportsShoes.com will be the podcast’s exclusive title sponsor and running retail partner. Its branding will appear across the podcast’s artwork, episode descriptions, streaming platforms, YouTube and social channels.
The partnership also includes live recordings and special episodes from races, festivals and other events.
Fawesome adds new CTV advertising formats
Fawesome, the advertising-supported streaming service operated by Future Today, has launched a redesigned CTV experience featuring new advertising formats.
The update includes In-Grid Ad Overlays, which appear within the content-browsing interface, and Playlist Brand Takeovers, which place advertiser branding within curated content destinations.
The changes are designed to give advertisers placements during the content-discovery stage, before viewers select a programme.
Taboola reports surge in UK readership of Tesco Clubcard coverage
Articles about Tesco Clubcard generated more than 335,000 page views across Taboola’s UK publisher network over the past 30 days, according to data from Taboola’s Newsroom.
The figure represents a 1,876% increase on the preceding 30-day period, when related coverage generated approximately 17,000 page views. Taboola attributed the increase primarily to coverage of the 31 August expiry deadline for £11 million of Clubcard vouchers.
Other Clubcard-related developments covered during the period included the return of Clubcard Challenges, Tesco’s “Know What You’re Sitting On” campaign and the OVO Clubcard Millionaire prize draw.
The Trade Desk launches Kokai Zuma
The Trade Desk has introduced Kokai Zuma, a new release of its Kokai advertising platform incorporating additional agentic AI capabilities, simplified measurement and a redesigned user interface.
The update includes Koa Assistant, which supports campaign creation, audience building, troubleshooting and performance analysis, as well as AI-powered audience creation and frequency optimisation.
Zuma also introduces changes to Conversion Lift, reporting and Report Builder, alongside refreshed campaign views, consolidated targeting settings and upgraded bulk-editing tools.
VIOOH partners with Screenverse in US programmatic DOOH
VIOOH has partnered with Screenverse to make Screenverse’s US digital out-of-home inventory available through VIOOH’s programmatic platform.
The partnership gives buyers access to more than 38,000 digital screens across the US, generating more than 7.7 billion monthly impressions, with inventory available in markets including New York, Los Angeles, Chicago, Washington DC, Dallas-Fort Worth and Philadelphia.
Screenverse inventory can now be accessed through VIOOH’s existing programmatic buying workflow.
