IG Scores Landmark Three-Season Sky Sports Premier League Sponsorship Deal

IG has secured a landmark three-season partnership with Sky Media to become an Official Co-Sponsor of Sky Sports Premier League coverage. For fintech professionals, this represents a massive strategic pivot toward mass-market retail investing, positioning a trading platform alongside global consumer giants to capture an audience that increasingly over-indexes for financial products.

What was announced

The agreement, which represents IG’s largest investment in sports sponsorship to date, officially commences with the opening weekend of the 2026/27 Premier League season. Under the terms of the three-year deal, IG joins an elite group of co-sponsors including Guinness, Coca-Cola, Uber Eats, bet365, and EA Sports. Crucially, IG will be the sole investing and trading platform within this sponsorship portfolio, granting it exclusive category visibility.

The brand will be integrated across the entire Sky Sports Premier League ecosystem. This includes every live broadcast on traditional TV, streaming services, and digital and social channels. The reach extends to out-of-home environments, covering broadcasts in pubs and commercial venues throughout the United Kingdom and Ireland. The scale of the exposure is significant: Sky Sports is slated to broadcast over 80% of all live Premier League matches, totaling at least 215 live games per season. This follows a record-breaking 2025/26 season for the broadcaster, which saw total Premier League viewing figures rise by 25% year-on-year. Beyond the screen, IG will gain access to Sky Sports’ social media footprint, which currently exceeds 120 million followers.

"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."

Elise Ash, SVP, Marketing & Growth - UK & Ireland at IG.

The companies involved

IG is a prominent investing and trading platform operated by IG Group, a firm that has long established itself as a major player in the global financial markets. While historically known for its strength in derivatives and spread betting, the company has increasingly focused on broader investing services to capture a wider demographic of retail wealth. This new partnership builds on IG's existing sports marketing portfolio, which includes high-profile engagements with England Cricket and the Transfer Window.

Sky Media is the advertising arm of Sky, one of Europe’s leading media and entertainment companies. Through Sky Sports, it controls the lion's share of domestic football broadcasting rights in the UK. By partnering with IG, Sky Media is integrating a financial services brand into a roster that typically features high-frequency consumer goods and betting firms. Other partners in this space include Uber Eats, bet365, and EA Sports, reflecting the Premier League's status as a premier vehicle for reaching ambitious, engaged audiences.

What FF News has reported before

The intersection of fintech and professional football has become a recurring theme in recent market activity. FF News recently reported on how Newcastle United Scores Multi-Year Training Kit Partnership with Fintech Giant SumUp, highlighting the trend of financial technology firms seeking the high-visibility "halo effect" of the Premier League. Additionally, the broader retail trading landscape continues to evolve through technical integrations, such as when Aurora Intents Integrates with COCA to Simplify Cross-Chain Funding for 1M Crypto Bank Users, and the subsequent move where COCA Removes Cross-Chain Friction with Multi-Network In-App Trading for $COCA Token.

What this means

This move is a clear signal that IG is no longer content with the "sophisticated trader" niche and is aggressively pursuing the mass-market retail investor. By embedding itself into the fabric of Sky Sports’ Premier League coverage, IG is placing a bet that football fans—who already over-index for financial product usage—are ready to transition from passive viewers to active market participants. This puts significant pressure on traditional wealth managers and newer "neobrokers" who lack the capital to compete for such high-dominance media slots. Watch for IG to pivot its messaging from technical trading tools to "financial resilience" as it attempts to normalize investing for the average fan.