Sky Sports announces major Premier League sponsorship deal ahead of opening game

Sky has announced what it describes as the "largest-ever Premier League sponsorship deal", setting the stage for the season's kick-off between Liverpool and Bournemouth on Friday night (8pm).

The coverage of the Premier League on Sky Sports, which is set to broadcast 215 matches with the potential to increase to 225, will be backed by a record six brands.

Notably, Guinness, Uber Eats, Coca-Cola, and The British Army are joining forces with bet365 and EA Sports to sponsor the coverage.

Brett Aumuller, managing director at Sky Media, commented: "This is a landmark moment for Sky Media.

"With four brand-new brand partners joining our Premier League roster, it marks the largest ever investment into our award-winning coverage spanning TV, digital and social.

"Sky Media really is the Home of Sport for advertisers and with our biggest ever year of football ahead, we're looking forward to helping our partners connect with fans up and down the country on its biggest stage."

The media giant has revealed that each brand will launch social media campaigns on platforms such as TikTok, Instagram, and Facebook.

All six sponsors will be prominently featured throughout the live broadcasts, starting with tonight's season opener where Liverpool will welcome Bournemouth to Anfield.

For the 2025-26 season, Sky's broadcasting package will cover an impressive 80 per cent of Premier League fixtures from now until May, and the company is set to showcase over 1,500 football matches across various leagues this season.

This Saturday sees Newcastle United journey to Aston Villa, Brighton face off against Fulham, Sunderland welcome West Ham, Burnley make their way to the Tottenham Hotspur Stadium and Pep Guardiola's Manchester City clash with Wolves.

Sunday's fixtures include Chelsea playing host to Crystal Palace, Brentford heading to Nottingham Forest and Arsenal kicking off their title bid at Manchester United. The first matchday wraps up on Monday with Leeds hosting Everton.

TNT Sports will broadcast a minimum of 52 matches this season, including those kicking off at 12:30pm, while the BBC will maintain its tradition of presenting Match of the Day.

Sky's Premier League coverage can be accessed with a Sky Sports subscription, and those without an existing Sky package can choose the flagship Essential TV and Sky Sports bundle for £35 per month.

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