IG Partners With Sky Media to Co-Sponsor Premier League Coverage

IG has signed an agreement with Sky Media to become an official co-sponsor of Sky Sports Premier League coverage for the next three seasons, running through the 2028/29 campaign. According to the announcement, the partnership begins with the 2026/27 Premier League season and marks the investing and trading platform’s largest sports sponsorship investment to date.

Expanding Brand Presence Across UK Broadcasting

Under the terms of the new agreement, IG will be featured across Sky Sports Premier League broadcasts on television, streaming, digital, and social media channels. The sponsorship also includes out-of-home broadcasts across the UK and Ireland. Per the announcement details, IG joins the Sky Sports Premier League sponsorship portfolio as the sole investing and trading platform within the commercial group.

The arrangement gives IG exposure through a major UK sports property. Sky Sports is scheduled to broadcast at least 215 live Premier League matches per season under its current rights agreement, capturing the majority of live fixtures across the competition. This deal builds on IG’s prior involvement in sports, which includes partnerships with England Cricket and Sky Sports’ Transfer Window coverage.

Strategic Intent and Commercial Objectives

The partnership arrives as the Premier League maintains substantial audience reach both domestically and internationally. Broadcasters and corporate sponsors continue to target football as a primary vehicle for engaging large audiences across multiple media formats. Financial services brands have steadily increased their footprint in major sports sponsorships to boost visibility.

Elise Ash, SVP of Marketing at IG, noted the strategic value of the platform in the official announcement. “The Premier League is one of the world’s biggest sporting competitions and partnering with Sky Sports allows us to put IG in front of millions of football fans throughout the season,” Ash stated. “Investing plays a vital role in helping people build financial resilience and long-term wealth, but too often it still feels out of reach. The Premier League gives us an incredible platform to show millions of people the benefits of investing.”

Karin Seymour, Director of Client and Marketing at Sky Media, emphasized the collaborative approach to audience engagement. “IG has a clear ambition to grow its investing brand and we’re proud to be partnering with them as they join our Premier League sponsorship portfolio,” Seymour said. “The best sponsorships don’t just drive engagement; they create meaningful connections between brands and audiences through the moments people care about most.”

Disclaimer: The insights provided in this article are for informational and entertainment purposes only and do not constitute medical advice or sports betting recommendations.