Sky Media Kicks off New Sports Marketplace, Opening Up Premium Sports Advertising to More Brands

Sky Media, the advertising sales arm of Sky, has officially 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, the marketplace simplifies advertiser access to Sky Sports and TNT Sports’ extensive 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 passionate sports fans wherever they watch and whatever their budget.

The new online portal is designed for simplicity and accessibility, giving brands a streamlined way to advertise in high-impact 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 seamlessly reach diverse audiences across multiple platforms and devices. Sky Media’s sports content delivers extensive reach, with 98% watched live. Sports viewing continues to grow and inspire, with fans watching over a billion hours of sport on Sky in just six months—boosted by significant growth among female (+18%) and under-35 (+26%) audiences*. Nearly 24 million adults are reached every month on TV across Sky Sports and TNT Sports~.

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 extensive campaign library shows it drives a 28% increase in brand awareness, a 50% increase in talkability, and a 43% uplift in purchase intent. When brands appear in live sports, audiences notice and act.

To celebrate the launch of the new Sports Marketplace, Sky Media is offering:

● Buy One, Get One Free: Exclusive introductory offer for first-time sports advertisers

● Win a £15,000 Sports Pack: visitors to the site can enter a competition to win a free sports advertising pack worth £15,000

Visit the Sky Media Sports Marketplace today - no registration needed
​www.skymedia.co.uk/smp​

*Sky: The Attention Index Jan-June 2024
~Kantar Sky Media Landscape Survey 2024