Sky kicks off Premier League season with record 6-sponsor broadcast roster


   Sky Media launched its biggest ever Premier League broadcast sponsorship line-up with the kick-off of the new season this weekend, confirming a record six brand partners in what it describes as the largest single investment in Premier League coverage in the company’s history.

Beginning with Liverpool’s 4-2 win over Bournemouth on Friday, Sky Sports’ coverage carried four new sponsors in Guinness, Coca-Cola, Uber Eats and the British Army, who are joining returning partners bet365 and EA Sports.

The agreements extend across broadcast, digital and social platforms, with brands set to feature in live coverage as well as branded content created in collaboration with Sky Sports talent – including the Sky Sports YouTube account.

Sky will broadcast over 80% of live Premier League matches this season, with at least 215 games in total and have guaranteed first-pick fixtures each round. Fans will see a minimum of four live matches every week through to the end of May 2026.

The partnerships were negotiated in tandem with multiple agencies: PHD Media Group (Uber Eats, Guinness), Essence Mediacom (Coca-Cola), Mindshare (EA Sports) and MGOMD (British Army).

Brett Aumuller, managing director of Sky Media, called the expanded roster a “landmark moment” and the “largest ever investment” into its football coverage. “With four new partners joining our Premier League roster, this is Sky Media’s biggest football season yet,” he said.

Coca-Cola has been working overtime securing partnerships across England’s top flight, having announced deals with Manchester United and Aston Villa last week to add to their existing deals with the Premier League itself and Sky Sports. Javier Meza, President of EMEA Marketing at Coca-Cola, said: “The ritual of watching a match together – whether in a stadium, at a pub, or at home – is a kind of magic that unites millions, and at Coca-Cola, we’ve always been about sharing moments of joy. We are incredibly proud to partner with Sky Sports, the home of the Premier League, to be a part of the story for the 2025/26 season and beyond.”

The British Army linked its involvement to shared values with the game. Major General Joe Fossey, Director of Army Recruiting, said: “Discipline, loyalty, courage and respect are qualities displayed every week in the Premier League. This partnership provides a platform to showcase the opportunities we offer, while celebrating the spirit of belonging that both football and the Army represent.”

Comments

Post a Comment

Popular posts from this blog

National Sports Commission reassigns Federations and Associations Secretary Generals

Image
...Rita Mosindi of athIetics moved to NSF/PARA, Peter Njoku of Basketball now to serve as Zonal Coordinator South-South  ...Ejiro Thukson of scrabble now in chess as Ikhana Mbora leaves Lagos to serve as Deputy Director, Federation - FEAD By Maxwell Kumoye      The National Sports Commission (NSC), has reassigned Secretary Generals of the various National Sports Federations and Associations. Rita Mosindi of AthIetics has been moved to NSF/PARA, Peter Njoku of Basketball is now the Coordinator of the NSC in the South-South zone, in Benin. While the scribe of the Nigeria Scrabble Federation (NSF), Mrs Ejiro Thukson has been moved to the Nigeria Chess Federation (NCF). AthIetics Federation of Nigeria (AFN), will now be handled by Inwang Israel Mfon, formerly with Mixed Martial Arts.  Olalekan Faseesin of Teqball takes over Boxing Federation from Dapo Akinyele and Anusa Agoga Victor of Wheelchair Tennis Federation is now the scribe of Nigeria Scrabble Fe...
Read more

Hammer thrower Falana vows to rule Africa

Image
 By Mishael Emmanuel         Gabon’s national hammer record holder, Kenza Falana, is certain that her time to rule the spotlight and make headlines is now. It’s a medal within reach for the young Gabonese hammer thrower who was selected to represent her country at the CAA U-18/20 Championship, holding in Abeokuta, Ogun State, South-West, Nigeria. The 18-year-old who broke into the international stage a year ago at the 2024 Olympic Games in Paris, added that she is looking to revive the spirit of unity, commitment and collaboration — to back rising athletes in Africa. Speaking before silver-finish at the biennial championship, Falana said she was ready to rule the continent as soon as possible. She said: “I think it finally my chance with what I’m doing this Championships. I’ve been thinking of it this past year, thinking it would be such an opportunity to travel to Nigeria and even win a gold medal,” Falana stated in an interview with First ZealMe...
Read more

Springsoca United Academy kicks off new season with intensive training

Image
By Mishael Emmanuel with additional reports by Akeem Busari One of the the fastest-growing youth football institution in the city of Lagos, Springsoca United Academy, has officially announced the commencement of its 2025/2026 football season, beginning on Saturday, the 6th of September, 2025.    The Youth Academy has introduced new training mandates aimed at strengthening discipline, performance, and player development. The management of the football Academy stated that participants in the U-13 Teams will now train twice weekly, while U-15 Teams and older will engage in three weekly sessions. This structure is designed to improve fitness levels, tactical awareness, and long-term development. The management also confirmed the introduction of brand new training kits, which will be the official match outwear for all players this season.   The Director, Springsoca Academy, Mr Oladapo Emmanuel stressed that, "The vision has always been to raise players, who are no...
Read more