IG joins Sky Sports Premier League sponsorship portfolio

IG has announced a new three-year partnership with Sky Media, becoming an official co-sponsor of Sky Sports Premier League coverage in one of its biggest UK marketing investments to date, giving the trading platform sustained exposure to one of the most engaged sports audiences in broadcasting. Launching with the 2026/27 season opener, IG becomes a whistle-to-whistle sponsor alongside Guinness, Coca-Cola, Uber Eats, bet365 and EA Sports, and will be the only investing and trading platform represented in the portfolio, appearing across Sky Sports' television channels, app, website and social channels as well as out-of-home broadcasts in pubs and venues across the UK and Ireland.

IG is a London-headquartered FTSE 100 financial technology company and part of IG Group Holdings plc, offering leveraged trading, stock trading and investment products to more than 1.3 million customers across 19 countries. IG Group reported revenue of £942.8 million in 2025.

Sky Media is the advertising sales arm of UK broadcaster Sky, which broadcasts more than 80% of live Premier League matches, including at least 215 games each season, across Sky Sports' channels and platforms with a combined social following of more than 120 million.

The deal extends IG's football sponsorship beyond its previous backing of the January transfer window into a full-season, whistle-to-whistle commitment, placing the brand inside a Premier League media rights portfolio it had not previously held a season-long position in.

IG marketing and growth director Elise Ash said the partnership reflected the scale of the company's ambition, building on its previous sponsorship of the January transfer window to establish a sustained, season-long connection with a passionate audience.

Sky Media director of client and marketing Karin Seymour said IG had a clear ambition to grow its investing brand, and that the best sponsorships create meaningful connections between brands and audiences through the moments people care about most.

The agreement illustrates a wider pattern of financial services and trading brands using top-flight football sponsorship, rather than traditional financial advertising, to reach mass-market audiences, positioning campaign creative around parallels between split-second sporting decisions and trading behaviour to build brand relevance beyond its core customer base.

Source: Mediashotz