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.”
Insideworldfootball.com
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