Sky Media, the advertising sales arm of Sky, has announced Optimum Nutrition as the official nutrition partner of Sky Sports.
This move marks the performance nutrition provider’s first foray into UK television advertising and leverages the sports channel’s extensive sports programming to reach a highly relevant audience.
The multi-platform association covers Linear, video-on-demand, Short-form video-on-demand, and social channels.
Sky Sports personalities Micah Richards and Natalie Pinkham will partner with McLaren Racing driver Lando Norris and Optimum Nutrition ambassador Lauren James in TV commercials to promote the brand.
These commercials will focus on popular sports like football and Formula 1, airing during key broadcasts like the Premier League (PL), British Grand Prix, and The Open golf coverage.
This strategic partnership extends beyond the media campaign. The performance nutrition brand and the media company will activate a unique customer engagement program. The initiative will reward the brand’s customers with exclusive Sky deals and incentivize Sky customers to purchase Optimum Nutrition products at preferential prices.
Karin Seymour, Director of Client and Marketing at Sky Media, said, “As we head into an incredibly exciting summer of sport, the timing couldn’t be better for Optimum Nutrition to make its TV debut in the UK. It’s great that we’re creating a deeper connection between sports fans and Optimum Nutrition by introducing the brand as Sky Sports’ official nutrition partner.”
Will Klug, Head of Brand at Optimum Nutrition UK, said, “For us, Sky Sports is the perfect partner – one that will give us access to the best selection of sports programming, while providing an unbeatable combination of scale and relevance. Sky Sports viewers naturally align with our own customers and that’s what really excites us about this partnership.”
Harriet Fisher, Head of Partnerships at MG OMD, said, “As Sky Sports Official Nutrition Partner, the brands will work together to motivate, excite, and inspire key audiences. An incredibly exciting partnership to scale Optimum Nutrition UK’s activation within the AV space, which will enable us to drive visibility, impact and awareness by placing the brand alongside key sporting moments and stories.”
Optimum Nutrition is a major brand in the sports nutrition world. The sports nutrition brand has been around for decades and is known for its high-quality protein powders, workout supplements, and other fitness-oriented products.
Sky Sports is a group of television channels owned by Sky, a British telecommunications giant. Sky Sports offers live broadcasts and news coverage for a wide range of sports, including football, cricket, Formula 1, and more. Sky Media is the advertising arm of Sky and handles ad sales for Sky Sports, Sky News, Sky Max, Sky Cinema, Sky Arts, Sky Atlantic and Sky Witness.