Sky Media inks record Premier League agreement

Sky Media has announced its largest-ever Premier League sponsorship agreement, roping in a total of four brand partners to make it a “record” six sponsors of the English top flight.

Sky’s advertising sales arm has dubbed this the “single largest Premier League investment”. The four new brands — Guinness, Coca-Cola, Uber Eats, and the British Army — join as whistle-to-whistle sponsors, with online sportsbook bet365 and video game giant EA being the returning partners. 

bet365 will continue sponsoring the league’s pre- and post-match coverage, while EA will expand its multi-year agreement “to deliver engaging digital and social content tailored to fans.”

Brett Aumuller, Managing Director, Sky Media, commented:

“This is a landmark moment for Sky Media. 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. 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.“

Deb Caldow, Category Marketing Director, Guinness GB, said:

“We are thrilled to partner with Sky Sports for the upcoming season.  At Guinness, we know that sport experiences are best shared with others; and it’s our mission to elevate these shared moments for football fans across the year – be that at the pub or at home. For decades, Sky Sports have enabled football followers to witness their team’s most memorable moments – and we believe that this new partnership will enable us to bring more fans together to enjoy and celebrate the sport they love.“

Javier Meza, President of EMEA Marketing at Coca-Cola, stated:

“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.“

Matthew Price, General Manager of Uber Eats UK, Ireland and Northern Europe, added:

“This is about more than logo placement. It’s about joining the rhythm of British life. Football is a shared national passion, and food is how we celebrate, commiserate and connect. Whether it’s a full-on feast with friends or a quiet takeaway for one, Uber Eats will be there – from the pre-match nerves to the final whistle.“

Major General Joe Fossey, British Army’s Recruiting Director, said:

“The British Army is proud to sponsor Sky Sports’ coverage of the 2025/26 Premier League. Many of our core values such as discipline, loyalty, courage and respect are shown every week in the Premier League. The sponsorship offers a powerful platform to highlight the exciting opportunities that we offer, while celebrating the spirit of belonging that football, its supporters and the Army all share.“