IG doubles down on sport with landmark Sky Sports Premier League partnership through Sky Media

Investing and trading platform IG has today announced a landmark new partnership with Sky Media, becoming an Official Co-Sponsor of Sky Sports Premier League coverage for the next three seasons. The agreement marks IG’s biggest investment in sports sponsorship to date and builds on the success of its partnership with England Cricket and the Transfer Window.

Beginning with the opening weekend of the 2026/27 Premier League season, IG joins an exclusive roster of Official Co-Sponsors of Sky Sports Premier League coverage, alongside brands including Guinness, Coca-Cola, Uber Eats, bet365 and EA Sports, and will be the only investing and trading platform represented within the sponsorship portfolio. The brand will feature throughout every live Sky Sports Premier League broadcast across TV, streaming, digital and social channels, as well as out-of-home broadcasts in pubs and venues across the UK and Ireland.

The partnership places IG at the heart of the world’s most-watched football league. Sky Sports will broadcast more than 80% of all live Premier League matches, including at least 215 live games each season. The partnership follows a record-breaking 2025/26 season for Sky Sports, which was its most-watched Premier League season ever, with total Premier League viewing up 25% year on year. The sponsorship is another milestone in IG’s sports strategy, helping the brand connect with ambitious, engaged audiences through world-class sport.

Independent audience research found Sky Sports’ Premier League viewers significantly over-index for investing, savings and financial products*, providing a strong audience fit for IG. The partnership also gives the brand access to Sky Sports’ highly engaged social audiences, with a total social following of over 120m.

Elise Ash, SVP of Marketing at IG, said: “The Premier League is one of the world’s biggest sporting competitions and partnering with Sky Sports allows us to put IG in front of millions of football fans throughout the season. Investing plays a vital role in helping people build financial resilience and long-term wealth, but too often it still feels out of reach. The Premier League gives us an incredible platform to show millions of people the benefits of investing.

“This partnership also marks a major step in our ambition to establish IG as one of the UK’s leading investing brands. We look forward to bringing our brand to one of sport’s biggest stages.”

Karin Seymour, Director of Client and Marketing, 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 best sponsorships don’t just drive engagement; they create meaningful connections between brands and audiences through the moments people care about most. We’re looking forward to bringing this partnership to life and helping IG engage millions of football fans, from the first whistle to the last.”

*Data on Sky Sports’ Premier League viewers over-index for investing, savings and financial products: TGI: The TGI GB 2025 independent research (fielded October 2024 – September 2025). The data provides the specific “over-index” metrics for investing and financial products, showing that Sky Sports Premier League viewers:

– Over-index at 121 (i121) for having invested in additional stocks, shares, and unit trusts in the last year.
– Over-index at 125 (i125) for having shopped for financial products or shares in the last 6 months.
– Over-index at 134 (i134) for owning 4 or more bank, credit, or charge cards.
– Have an average savings and investment value of £36,547