Home > News > Sport > The ‘Official Partner of Sky Sports Football’ Screwfix adds Soccer AM and Sky Sports social sponsorship to its 2021/22 starting line-up
Screwfix has added Soccer AM to its sponsorship line-up for the 2021/22 in addition to its Sky Sports Football, Quest and S4C sponsorships.
Sky Media and Wavemaker have agreed a seven-figure deal – the partnership’s biggest to date. As Screwfix enter its 8th season as a football sponsor on Sky Sports across the UK and Ireland, the brand will also sponsor Soccer AM across Sky Sports’ broadcast and social media platforms including YouTube, Facebook and Instagram. As well as 15 second and 5 second sponsorship credits, Screwfix will also sponsor the Soccer AM Pro AM Challenge, the popular in-show segment that sees show guests team up in their attempt to win money for charity. The Soccer AM sponsorship kicked off on Saturday (14th August) and will run until the end of 2021/22 season in May 2022.
In addition to the new Soccer AM sponsorship, Screwfix will continue to sponsor Sky Sports’ broadcast and digital coverage of the English Football League (EFL), the Scottish Professional Football League (SPFL) and the Carabao Cup which comprises over 200 live games across the season. Screwfix will also use the Sky Sports Football logo and Official Partner designation in its owned and bought media. Beyond Sky Sports, Screwfix is sponsoring coverage of JD Cymru Premier on S4C’s Sgorio programmes and EFL Highlights on Quest again in 2021/22; the free-to-air channel sponsorships widen the audience reach further for Screwfix.
Jack Wallace, Director of Marketing at Screwfix said:
“We are delighted to continue as the Official Partner of Sky Sports Football, with the addition of Soccer AM and Social integration for the 2021/22 season. Our on-going partnership gives us the opportunity to interact each week with customers watching or attending games of their choice. We look forward to working with Sky Media over the coming year.”
Sarah Jones, Director of Planning at Sky Media said:
“Now in its 8th year, it’s great that Screwfix continues to see the huge benefits partnering with Sky Sports brings. With the addition this year of Soccer AM and greater social integration, it will ensure our passionate football fans are even more immersed in the Screwfix brand.”
Jamie Page, Business Director – Content Lead, at Wavemaker said:
“Wavemaker Content is incredibly excited to have brokered this fantastic deal between Screwfix and Sky Sports Football, and delighted to be expanding our sponsorship to include Soccer AM as part of this year’s package. The breadth of this partnership offers exciting opportunities for Screwfix and we are convinced the partnership will continue to positively provoke growth for them. We look forward to collaborating with Screwfix and Sky again this year.”
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