IG becomes an Official Co-Sponsor of Sky Sports’ Premier League coverage, using football to drive sustained UK brand awareness and customer growth.

Investing and trading platform IG has agreed a three-year partnership with Sky Media, becoming an Official Co-Sponsor of Sky Sports’ Premier League coverage from the 2026/27 season.

The agreement represents one of IG’s largest UK marketing commitments and makes Premier League football a central part of the company’s customer growth strategy.

IG will receive whistle-to-whistle exposure around at least 215 live Premier League matches per season, alongside visibility across Sky Sports+, digital platforms, social media and Sky’s coverage in pubs and venues across the UK and Ireland.

From transfer window to full-season partnership

The agreement significantly expands IG’s existing relationship with Sky Sports.

IG previously sponsored Sky’s coverage of the January Transfer Window, but the new three-year partnership transforms that short-term campaign into a sustained, season-long association with Premier League football.

Elise Ash, Marketing and Growth Director at IG, said the agreement reflects the scale of the company’s ambitions.

“This partnership reflects the scale of our ambition as a business,” Ash said. “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.”

Major exposure through Sky Sports

Sky Sports currently broadcasts more than 80% of the Premier League matches shown live in the UK, with rights to at least 215 fixtures per season under its current agreement running until 2029.

This gives IG a three-season platform around one of the most valuable and widely followed sports properties in British broadcasting.

The company will join a significant Sky Sports Premier League sponsorship portfolio that already includes Guinness, Coca-Cola, Uber Eats, bet365 and EA Sports.

IG will, however, be the only investing and trading platform within the sponsorship line-up, giving the company a distinctive category position.

Football-themed campaign

IG plans to use football-related creative concepts to connect Premier League audiences with its investment proposition.

Its television sponsorship idents will be based around football-style player introductions, but instead of footballers, the campaign will feature investors.

The concept is designed to draw parallels between decision-making in football and investing while introducing IG’s proposition to financially engaged sports fans.

The campaign will also extend into digital content throughout the Premier League season.

IG will gain access to the wider reach of Sky Sports’ social ecosystem, which totals more than 120 million followers across its channels, providing the company with opportunities to engage supporters beyond live television broadcasts.

Sky welcomes IG to sponsorship portfolio

Karin Seymour, Director of Client and Marketing at Sky Media, welcomed IG’s decision to significantly expand its relationship with Sky Sports.

“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,” Seymour said.

The agreement marks a significant shift in IG’s football marketing strategy, moving the company away from isolated campaign activity towards a long-term association with Premier League coverage.

With exposure around more than 200 live matches each season, extensive digital and social inventory and a three-year commitment running alongside Sky’s existing Premier League rights cycle, IG is positioning football as an important platform for growing its investing brand and reaching new UK customers.

Source: FootballBusiness