Sky Media, the advertising sales arm of Sky, has officially launched the first phase of its new Sports Marketplace, which simplifies advertiser access to Sky Sports and TNT Sports’ extensive live sports inventory.
New Digital Age spoke to Dan Cohen, Director of Transformation and Strategic Programmes at Sky Media, to find out more…
What factors led Sky Media to develop the new Sports Marketplace?
Sports have always been one of the most powerful ways for brands to connect with passionate audiences, but the way advertisers want to buy media is evolving. We saw an opportunity to make sports inventory more flexible, more targeted, and more accessible—whether you’re a major sponsor or a brand dipping into sports for the first time. The Sports Marketplace is our answer to that demand: a one-stop shop for premium sports advertising, built for the modern media landscape.
What exactly is the new ‘Sports Marketplace’ and how does it change things for advertisers?
The Sports Marketplace completely simplifies how brands access premium sports content. Traditionally, buying sports media has been complex—big sponsorship deals, long negotiations. What we’ve done is create a central hub where advertisers can activate sports campaigns quickly and efficiently, whether that’s through programmatic or direct buys. It gives brands far more control and flexibility, opening up sports advertising to a wider range of advertisers than ever before.
What are the new buying options for advertisers?
One of the key innovations here is choice. Advertisers can still buy premium sponsorships if that suits their strategy, but now they can also tap into sports audiences in a much more targeted way—whether that’s through programmatic, addressable TV, or data-driven direct buys. It means brands can be smarter with their spend, reaching sports fans in a way that’s aligned with their specific campaign goals rather than just relying on traditional sponsorship models.
Why are sports fans an attractive target audience for brand advertisers?
Sports fans are some of the most engaged audiences you’ll find. They show up, they pay attention, and they care deeply about the content. That’s a rare thing in today’s fragmented media world. Whether it’s live Premier League football, Formula 1, or a big boxing event, sport captures attention like nothing else. For brands, that’s an incredible opportunity—not just to get in front of large audiences, but to connect with them in meaningful moments when they’re truly engaged.
The Sports Marketplace is available both programmatically and directly – what kind of split do you see so far?
We’re seeing a real mix. Some brands want the control and efficiency of programmatic, while others still prefer the certainty and premium experience of direct buys. What’s clear is that flexibility is key. More advertisers are bringing media buying in-house, but they still want access to premium environments like Sky Sports. The Sports Marketplace makes that easy, whether they’re working with an agency or handling things themselves. It’s about giving brands the tools to buy in the way that works best for them.
