IG Signs a Three-Year Sky Sports Premier League Sponsorship — Part of the Broadcaster's Record Line-Up
Updated: Sep 1
TL;DR: IG has signed a three-year Sky Sports Premier League sponsorship as part of Sky Media's largest-ever sponsor line-up — a decisive fintech statement about brand-building over performance marketing.
The deal at a glance
On 20-21 August 2026, Sky Media, Sportcal, The Media Leader and Advanced Television all confirmed IG (the trading platform) has signed a three-year Premier League sponsorship deal with Sky Sports. It sits inside what Sky Media confirmed on 20 August is its 'largest-ever' Premier League sponsor line-up, with four new sponsors joining alongside returning names.
IG's activation will run across Sky Sports pre-match, half-time and post-match programming, plus digital across the Sky and Now platforms. Financial terms were not disclosed, but sponsorships of this scale typically run into the mid-seven-figures annually.
Why fintech is buying Premier League now
UK fintech has spent the last five years dominating paid social and podcast advertising because that is where sub-35 audiences are. But performance-only CAC economics have hit their ceiling: retention of high-value UK trading customers now depends on brand trust, not just cheap acquisition. Premier League sponsorship buys UK-wide brand fluency in the audience most likely to hold a longer-term trading account.
For Sky Media, a fintech signing at this scale legitimises Premier League as a premium brand-building environment rather than just a spot-buy inventory. Combined with the return of longer-form contextual sponsorships elsewhere in the schedule, this quietly signals that Sky is winning back share of major-brand annual budgets — which had been leaking to Amazon Prime and TNT Sport in the last two seasons.
Marketing Minute's read
For UK CMOs, three specific reads. First, brand-building sponsorships are back on the CFO-approved list for fintech and B2B categories — the shift is worth adding to your 2027 plan. Second, three-year sponsorship terms have replaced one-year deals as the standard for premium slots, so if you are considering a Premier League slot for next season you need to move now, before the 2028 renewals close. Third, Sky Media's willingness to expand its sponsor slate is a signal that Sky is competing hard on inventory flexibility — worth pressing your incumbent broadcaster on the same.
The wider signal: UK sport is quietly reasserting its brand-building premium versus paid social. If IG believes Premier League TV outperforms Meta and TikTok for high-value trading customer trust, other fintechs will follow — and Sky is very publicly the beneficiary.
Quick FAQ
Q: Who is IG?
A: A UK-headquartered global online trading platform — one of the largest CFD and financial spread-betting providers, listed on the London Stock Exchange.
Q: What did IG sign?
A: A three-year Premier League sponsorship deal with Sky Sports, activating across pre-match, half-time, post-match and digital.
Q: Why does this matter?
A: It's a fintech committing to brand-building sponsorship at scale — a sign that performance-only marketing is hitting its ceiling in UK financial services.
IG signing a three-year Premier League deal with Sky is a fintech growing up in public. When a trading platform picks weekend evening TV over performance social, it's declaring category leadership out loud — not just optimising for the next quarter's CAC. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: brand-building sponsorship is back on the fintech agenda — and three-year TV deals are the new signal of category ambition.
If your incumbent CFO said yes to a three-year Premier League buy tomorrow, would your brand be ready to earn the shelf?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Sky Media, Sportcal, Advanced Television, The Media Leader, Campaign.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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