Investing and trading platform IG has entered a three-year partnership with Sky Media, becoming an official co-sponsor of Sky Sports Premier League coverage for the next three seasons. The partnership is one of the IG’s biggest UK marketing investments to date.
Launching alongside the current opening weekend of the 2026/27 Premier League season, IG will join 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 Premier League broadcast across Sky Sports’ television channels, Sky Sports+, the Sky Sports app, skysports.com and Sky Sports’ 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 one of the world’s biggest sporting competitions. Sky Sports will broadcast more than 80% of all live Premier League matches, including at least 215 games each season, giving IG access to Sky Sports’ highly engaged social audiences, with a total social following of over 120m.
The new partnership, negotiated by Medialab, is being launched with idents developed by IG’s lead creative agency, Neverland. Inspired by one of football’s most recognisable traditions – commentators’ player introductions – IG welcomes a team of investors rather than players, drawing a connection between the game and investing. Directed by Chris Ranson and produced by Untold Studios, the idents feature commentary of the “players” as they appear.
The idents launched with the opening matches on Sky Sports on Friday the 21st and the campaign will be supported by additional digital content rolling out across the season, extending the activation beyond live match coverage. Campaign performance will be measured throughout the season using the agency’s proprietary effectiveness platform, Apollo.
Elise Ash, marketing & growth director at IG, said: “This partnership reflects the scale of our ambition as a business. 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.”
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.”
Mattie Mould, partnerships director at Medialab, added: “Since we began working with IG last year, we’ve partnered closely to continually drive for better and bigger – more insight, more data, more creativity. It’s been fantastic to work with such an ambitious client and to be able to lead them to the biggest sponsorship not only on Sky Sports, but in the UK. Every match demands split-second decisions and smart strategies – the exact same qualities that drive savvy investors and top trading platforms. This is a big one and we’re proud to be working on it with IG, Sky Sports and Neverland.”
