Sky Media, the advertising sales arm of Sky, has launched the first phase of its new Sports Marketplace, making premium live sports advertising more accessible. First announced at Sky Media’s ‘Connects’ upfronts in November 2024, the marketplace aims simplify advertiser access to Sky Sports and TNT Sports’ live sports inventory.

Advertisers can now seamlessly book campaigns across individual games and tournaments, with a choice of event-based buys and flexible, impression-based packs. Available both programmatically and directly, these options ensure brands can connect with sports fans wherever they watch and whatever their budget.

The new online portal gives brands a streamlined way to advertise in sporting moments on Sky Sports and TNT Sports across broadcast and streaming platforms. From the Premier League, UEFA Champions League and WSL to Formula 1, golf, rugby, cricket, tennis, darts and more, advertisers can reach diverse audiences across multiple platforms and devices. Sky Media’s sports content delivers extensive reach, with 98 per cent watched live.

At launch, advertisers can buy in three ways:

• Event Lockout: Enables advertisers with larger budgets to secure cross-platform advertising exclusivity for key sporting events, reaching both live broadcast and streaming audiences through a seamless, single buy.
• Event Access: Provides premium event access exclusively to streaming audiences across select Sky Sports and TNT Sports content. Initially focusing on domestic and European football, this will soon expand to include the full sports portfolio.
• Multi-Event Packs: Offers curated sports advertising packs tailored for streaming audiences, delivering flexibility in pricing suitable for all budgets.

Brett Aumuller, Managing Director of Sky Media, commented, “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.”

Broadcast coverage included within Event Lockout packages engages millions of Sky and Virgin households, in addition to streaming audiences. Event Access and Multi-Event Packs target exclusively streaming audiences across Connected TV (CTV), phones, tablets, computers, smart devices, and gaming consoles.

Advertising within live sports significantly impacts audiences too. Sky Media’s campaign library shows it drives a 28 per cent increase in brand awareness, a 50 per cent increase in talkability, and a 43 per cent uplift in purchase intent. When brands appear in live sports, audiences notice and act.

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Tags: advertising, sky, sky media, sky sports, TNT Sports