UK pay-TV giant Sky has unveiled a record six sponsors for its coverage of the 2025/26 Premier League season.
Coca-Cola, Guinness, The British Army and Uber Eats have all signed on as new whistle-to-whistle sponsors, which will see them featured prominently across Sky Sports’ live Premier League broadcasts, in addition to receiving branded content activations.
The four brands join returning partners Bet365, which continues its sponsorship of pre- and post-match coverage, and Electronic Arts (EA), which has expanded its multi-year partnership with Sky to deliver digital and social content tailored to fans.
The added inventory comes as Sky enters the first season of its new four-year broadcast partnership with the Premier League, which will see it show a minimum of 215 matches a season as part of an overall domestic deal worth a record UK£6.7 billion (US$9.1 billion).
Sky bagged four of the five packages on offer in the league’s latest domestic rights tender, meaning it will screen up to 100 matches a season more than it did in the previous cycle.
The expanded sponsorship offering from Sky 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.
Sky added that its partners will receive equal visibility across Sky Sports’ platforms, including broadcast, video on demand (VOD), and social and digital platforms.
The thinking behind the new sponsorship structure is that it will help partners deliver on varied campaign objectives, from brand awareness to digital storytelling. Sky sees it as a unique opportunity for its partners to ‘embed themselves in the rhythm and passion of the season’.
The broadcaster added that the record six sponsors ‘marks the single largest Premier League investment in Sky’s history’.
“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,” said Brett Aumuller, managing director of Sky Media, the advertising sales arm of Sky.
“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.”
In addition to Sky’s added partners, the Premier League itself is entering the new campaign with five new sponsors on board. Adobe has inked a multi-year tie-up to become official digital fan experience partner and creativity partner, while Coca-Cola is returning as official soft drink partner having served in the role between the 2016/17 and 2018/19 seasons. Puma has also replaced Nike as the league’s official ball and Microsoft has come in as official cloud and AI partner.
Fanatics-owned Topps has also joined the official licensee tier after taking over from Panini as the exclusive provider of trading cards, trading card games and stickers.
Meanwhile, TNT Sports, which will broadcast 53 Premier League games this season, has announced that Irish bookmaker Boyle Sports will sponsor its coverage of the English soccer top flight in 2025/26.
The pact will see Boyle Sports branding integrated across TNT’s non whistle-to-whistle coverage, as well as all highlights and supporting Premier League shows that air after 9pm.
Boyle Sports was already due to have a presence in the Premier League this season as the front-of-shirt sponsor for West Ham United.
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