IG Becomes Official Co-Sponsor of Sky Sports Premier League Coverage
Launching alongside the opening weekend of the 2026/27 Premier League season, the deal marks one of IG’s largest UK marketing investments to date.
A Multi-Platform Broadcast Strategy Across the UK and Ireland
As a whistle-to-whistle Official Co-Sponsor, IG joins an elite roster of brands on Sky Sports, including Guinness, Coca-Cola, Uber Eats, bet365, and EA Sports. The partnership places the brand across every live Premier League broadcast 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 venues across the UK and Ireland.
Sky Sports holds the broadcast rights for more than 80 percent of all live Premier League matches, airing at least 215 games each season. This extensive reach connects sponsors to a digital and social audience exceeding 120 million followers.
Creative Execution and Campaign Measurement
The partnership was negotiated by media agency Medialab. To launch the campaign, lead creative agency Neverland developed idents inspired by the traditional football tradition of commentators introducing players. Instead of athletes, the idents welcome a team of investors, establishing a creative parallel between the sport and financial trading. Directed by Chris Ranson and produced by Untold Studios, the idents feature authentic commentary style as the investor figures appear on screen.
The campaign rolls out across live matches and digital content throughout the season. Campaign performance is tracked using Medialab’s proprietary effectiveness platform, Apollo.
Long-Term Commercial Opportunities in Sports Broadcasting
Sky Media outlined the commercial framework for the Premier League broadcasting rights covering the 2025/26 to 2028/29 seasons. Each whistle-to-whistle package accounts for 25 percent of inventory, featuring commercial idents around approximately 215 live games and non-live programming on the Sky Sports Premier League channel. The cross-platform opportunity spans linear, online, and video-on-demand (VOD), reaching over 17 million adults per month across the UK and the Republic of Ireland.
As sports broadcasting continues to merge linear television with digital and social engagement, brands securing prime inventory cement their market presence ahead of upcoming seasonal fixtures. Organizations aiming to evaluate their sponsorship portfolios and maximize audience engagement must coordinate closely with established media buying networks to secure premium inventory well in advance of upcoming broadcast cycles.