Sky Media, the advertising division of Sky, has introduced the first phase of its new Sports Marketplace, making it easier for brands to advertise during live sports events. First announced at Sky Media’s ‘Connects’ event in November 2024, the Sports Marketplace allows advertisers to access premium live sports inventory on Sky Sports and TNT Sports more easily.
The new platform enables advertisers to book campaigns for individual games and tournaments, offering both event-based and impression-based options. These options are available for both direct and programmatic buying, giving advertisers flexibility based on their budget and target audience. Through a new online portal, brands can now secure ad slots for major sporting events, including the Premier League, UEFA Champions League, WSL, Formula 1, rugby, cricket, tennis, and more. Notably, 98% of Sky Media’s sports content is watched live, providing strong reach and engagement for advertisers.
At launch, advertisers have three options to buy ad space:
- Event Lockout – This option allows advertisers with larger budgets to secure exclusive advertising rights for key sporting events. It covers both live broadcast and streaming audiences through a single, seamless buy.
- Event Access – This offers exclusive ad placements for streaming audiences watching Sky Sports and TNT Sports content. It will initially focus on domestic and European football but will soon expand to other sports.
- Multi-Event Packs – Curated packs of sports content tailored for streaming audiences. These packs provide flexible pricing, making them accessible for all budget sizes.
Brett Aumuller, Managing Director of Sky Media, said, “Sport is truly at the heart of UK culture. At Sky Media, we connect millions of sports fans daily through a wealth of sports content. Across Sky Sports and TNT Sports, we aim to make advertising in standout, talked-about content as simple and accessible as possible – that’s why we’re launching the Sports Marketplace.”
Event Lockout packages include broadcast coverage that reaches millions of Sky and Virgin households, as well as streaming audiences. Event Access and Multi-Event Packs are targeted toward streaming audiences on Connected TVs (CTV), smartphones, tablets, computers, smart devices, and gaming consoles.
Advertising during live sports has been shown to deliver significant results. According to Sky Media’s data, live sports advertising can drive a 28% increase in brand awareness, a 50% increase in talkability, and a 43% uplift in purchase intent. This shows that when brands are featured in live sports, audiences tend to notice and engage.
Sky Media’s Sports Marketplace provides a streamlined way for advertisers to tap into the power of live sports, connecting with engaged audiences across multiple platforms and devices.