Sky Media has revealed its Premier League partner line-up ahead of the 2025/26 season, welcoming four new brand partners to take its total to a record six sponsors.
New sponsors Guinness, Coca-Cola, Uber Eats and The British Army will feature across live Premier League coverage and lead in branded content activations.
They join returning partners Bet365, which will continue its sponsorship of pre-and post-match coverage, as well as EA Sports, which is expanding its multi-year partnership in delivering digital and social content to fans.
Included in this season’s offering is the opportunity to sponsor featured social clips across Facebook, Instagram and TikTok, as well as a new, dedicated “branded content pot”.
The “pot” will give sponsors the opportunity to co-create bespoke content with Sky Sports talent and amplify their brand’s presence beyond live match moments.
Brett Aumuller, Sky Media’s managing director, called the new deals “a landmark moment for Sky Media” given they represent the “largest ever investment” in its football coverage across both TV and social media platforms.
“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,” he said.
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Each of the brands will have equal visibility across Sky Sport’s platforms, including broadcast, video-on-demand (VOD), social and digital platforms. The aim is to ensure reach and resonance with the varied demographic of football fans.
The new sponsorship structure has been designed to enable partners to deliver on varied campaign objectives, from raising brand awareness to digital storytelling.
“This is about more than logo placement,” explained Uber Eats UK general manager Matthew Price. “It’s about joining the rhythm of British life.”
The increased investment in Premier League sponsorships comes after Sky Media also moved to provide easier access to its streamed, linear and VOD inventory via a private marketplace (PMP) for the first time this April.
The PMP includes biddable content covering live sport, among other entertainment properties. The effort aims to attract new-to-sport advertisers by reducing costs.
Over 80% of live broadcast Premier League matches will be on Sky Sports, with at least four live games each week across the season. Overall, there are at least 215 games each season, with Sky Sports having all first pick matches.
The 2025/26 season runs from 15 August 2025 to 31 May 2026.
Omnicom Media Group agency PHD brokered and planned Uber Eats and Guinness’ deals with Sky, while MG OMD did the same for the British Army.
WPP’s EssenceMediacom and Mindshare brokered the partnerships for Coca-Cola and EA Sports, respectively.
Independent media agency Republic of Media was responsible for Bet365’s Premier League media investment.
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