Sky Media, the advertising sales arm of Sky, has unveiled its largest sponsorship portfolio in history for the 2025-26 Premier League season.
The landmark agreement brings together six official partners—a record for Sky’s football coverage—showcasing both the Premier League’s unrivalled pulling power and Sky’s growing dominance in sports broadcasting.
For the first time, Sky’s coverage will be backed by Guinness, Coca-Cola, Uber Eats, and the British Army, alongside returning sponsors bet365 and EA Sports. The multi-platform deals span live broadcasts, on-demand, social media, and bespoke branded content with Sky Sports talent.
With Sky Sports set to show a record 215 live matches this season—including all first picks and over 80% of Premier League fixtures—brands will gain unmatched visibility across TV, digital, and social channels.
Commenting on the occasion, Brett Aumuller, Managing Director, Sky Media, said, “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, added, “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 has 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, continued, “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, said, “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, Director of Army Recruiting, 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.”
The deal underscores how football sponsorship has evolved. Rather than simple logo placement, Sky Media is pioneering “whistle-to-whistle” partnerships—keeping brands visible before, during, and after every match.
As the Premier League’s global audience continues to expand in 2025-26, this record-breaking portfolio signals two things: the enduring commercial dominance of the Premier League and the willingness of global brands to invest heavily in football’s cultural reach.
In the words of Sky Media: this isn’t just advertising—it’s integration into the rhythm of British life.
