IG makes major Premier League marketing bet with Sky Sports deal
IG has made one of its biggest UK marketing investments to date by signing a three-year deal to co-sponsor Sky Sports’ Premier League coverage across broadcast, digital and social platforms.
Investing and trading platform IG has agreed a three-year partnership with Sky Media to become an Official Co-Sponsor of Sky Sports’ Premier League coverage, making football a central part of its UK customer growth strategy.The agreement begins with the 2026-27 season and gives IG whistle-to-whistle exposure around at least 215 live Premier League matches per campaign, alongside coverage across Sky Sports+, digital channels, social media and pubs and venues in the UK and Ireland.Elise Ash, marketing and growth director at IG, said: “This partnership reflects the scale of our ambition as a business. The Premier League is home to an incredible level of energy and attention week in, week out, and we are excited to establish a sustained, season-long connection with such a passionate audience.“Building on our previous sponsorship of the January Transfer Window, this longer-term partnership will ensure financially switched-on fans are superpowered by IG across the channels they frequent.”Sky Sports carries more than 80% of the Premier League matches broadcast live in the UK and has at least 215 fixtures per season under its current rights agreement, which runs until 2029.IG will join a Sky Sports Premier League sponsorship portfolio that includes Guinness, Coca-Cola, Uber Eats, bet365 and EA Sports. It will be the only investing and trading platform within the line-up.The deal extends IG’s previous football marketing around Sky’s January transfer window into a year-round proposition and represents one of the company’s largest UK marketing commitments.IG’s sponsorship will include television idents built around football-style player introductions, replacing players with investors as part of an effort to connect football decision-making with its investing proposition.The campaign will extend into digital content during the season, while IG will also gain access to Sky Sports’ social audience, which totals more than 120 million followers across its channels.Karin Seymour, director of client and marketing at Sky Media, said: “IG has a clear ambition to grow its investing brand and we’re proud to be partnering with them as they join our Premier League sponsorship portfolio.”The agreement provides IG with a three-season platform around one of Sky’s most valuable sports properties, shifting its football investment from short-term campaign activity towards sustained Premier League association.