Sky has announced what it describes as the largest-ever Premier League sponsorship deal, just ahead of the new season, which kicks off this evening. The broadcaster will showcase 215 matches this season, with the possibility of expanding coverage to 225, and will feature six major sponsors across its live coverage: Guinness, Uber Eats, Coca-Cola, The British Army, bet365, and EA Sports, according to City AM.
A Landmark Sponsorship Lineup
Brett Aumuller, Managing Director of Sky Media, highlighted the significance of the agreement:
“This is a landmark moment for Sky Media. With four new brand partners joining our Premier League roster, it marks the largest ever investment into our award-winning coverage spanning TV, digital, and social platforms.”
Aumuller added that the partnership provides advertisers with a unique opportunity to engage football fans nationwide, stating, “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 on the Premier League’s biggest stage.”
Digital Integration and Fan Engagement
Each sponsor will feature across Sky’s coverage and bring complementary social media activations on platforms including TikTok, Instagram, and Facebook, creating integrated campaigns that combine live broadcasts with digital outreach. The new season opens tonight with Liverpool hosting Bournemouth at Anfield, setting the stage for Sky’s enhanced commercial presence.
Premier League Coverage in 2025-26
Sky’s 2025-26 broadcasting schedule will include roughly 80% of Premier League fixtures, and the network will air over 1,500 football matches across multiple leagues throughout the season. Highlights of the opening weekend include:
- Newcastle United at Aston Villa
- Brighton versus Fulham
- Sunderland hosting West Ham
- Burnley at Tottenham Hotspur Stadium
- Manchester City facing Wolves
Sunday features Chelsea versus Crystal Palace, Brentford at Nottingham Forest, and Arsenal beginning their title defense at Manchester United, while Monday closes the first matchday with Leeds versus Everton.
Meanwhile, TNT Sports will broadcast a minimum of 52 matches this season, including the 12:30pm kick-offs, and the BBC continues to deliver its flagship Match of the Day program.
With six brands now integrated across Sky’s Premier League coverage, the partnership reflects a new era of sports sponsorship, combining traditional broadcasting with innovative digital engagement to reach fans across multiple touchpoints.
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