IG will advertise through every live Premier League broadcast on Sky Sports for the next three seasons, under a deal announced on Friday. It starts with the first campaign since Premier League clubs withdrew betting brands from the front of their shirts.
Neither IG nor Sky Media disclosed the value. The company called it one of its biggest UK marketing investments to date.
The slot lands a UK-regulated trading platform in the same co-sponsor group as bet365, one of the brands the shirt withdrawal removed from club kits. It also lands while IG’s marketing budget is growing almost three times faster than its revenue.
Whistle to Whistle Across 215 Matches
IG will appear across Sky Sports television channels, Sky Sports+, the Sky Sports app, skysports.com and the broadcaster’s social channels. Coverage extends to out-of-home broadcasts in pubs and venues in the UK and Ireland.
Sky Media said the sponsorship runs whistle to whistle on every live Premier League broadcast.
Sky Sports shows more than 80% of live Premier League matches, at least 215 games a season. IG is the only investing and trading platform in a co-sponsor group that also carries Guinness, Coca-Cola, Uber Eats and EA Sports.
Elise Ash, Marketing Director at IG, Source: LinkedIn
“The Premier League is one of the world’s biggest sporting competitions,” said Elise Ash, IG’s senior vice president of marketing, adding that the deal puts the brand “in front of millions of football fans throughout the season.”
The Budget Behind the Buy
IG spent GBP 75.4 million on advertising and marketing in the six months to June 30, up 51% from GBP 50.0 million a year earlier, according to its half-year results. Total revenue rose 18% to GBP 642.8 million over the same period.
That took marketing to 12% of revenue, from 9% a year earlier, a rise of 3 percentage points. The company said it expects “to increase marketing spend further as a percentage of revenue.”
IG also reported blended payback under six months and lifetime value at around four times customer acquisition cost. Those are its own figures, and it did not publish the underlying methodology.
A Slot the Shirt Ban Never Covered
The 2026/27 campaign is the first in which no Premier League club runs out with a betting brand on the front of its shirt, under a withdrawal all 20 clubs agreed in April 2023.
That ban applies to matchday shirts, not to advertising around the broadcast. That is why bet365 remains in the co-sponsor group IG has now joined.
The route also differs. IG contracted with the broadcaster rather than with a club, so the five due-diligence checks the Financial Conduct Authority (FCA) told clubs to run on financial services sponsors, set out in a warning letter on June 3, govern a different set of deals.
FinanceMagnates.com reported at the time that the letter made authorization a commercial prerequisite for firms chasing shirt space. IG is FCA-authorized.
Brokers Bidding for the Vacated Space
XTB agreed a main-partner deal with Olympique Lyonnais on August 11, four days after signing FC Porto, its third football club since April.
Eleven Premier League teams carried gambling sponsors worth a combined GBP 101.1 million in the 2024-25 season. Swissquote, eToro and Plus500 together spent $183 million on sports partnerships that year, roughly triple their outlay two seasons earlier.
Those figures come from sponsorship agency SportQuake, speaking to FinanceMagnates.com last year, when its chief executive argued that supply doubling while the biggest buyer left would soften prices.
What the Advertising Is Selling
The campaign language points at investors rather than traders, and the first-half numbers point the same way. First trades in UK and Ireland reached 51,500, up 178% year over year.
Stock trading and investments supplied 43,500 of those, up 231% from a year earlier, with 23,600 coming from Freetrade.
Contracts-for-difference and other over-the-counter derivatives, still the source of most group trading revenue, produced 8,900 UK and Ireland first trades, up 49% year over year. The growth IG is buying television for sits mainly on the investing side.
The broadcast deal runs alongside a larger bet elsewhere. IG announced the $1.3 billion acquisition of US prediction markets and fantasy sports operator Underdog on July 30, and expects to close it in late 2026 or early 2027.
Sky said its 2025/26 Premier League coverage drew record viewing, up 25% on the previous season, and that its own research shows the audience skews toward investing and financial products. The broadcaster did not publish that research.
IG will advertise through every live Premier League broadcast on Sky Sports for the next three seasons, under a deal announced on Friday. It starts with the first campaign since Premier League clubs withdrew betting brands from the front of their shirts.
Neither IG nor Sky Media disclosed the value. The company called it one of its biggest UK marketing investments to date.
The slot lands a UK-regulated trading platform in the same co-sponsor group as bet365, one of the brands the shirt withdrawal removed from club kits. It also lands while IG’s marketing budget is growing almost three times faster than its revenue.
Whistle to Whistle Across 215 Matches
IG will appear across Sky Sports television channels, Sky Sports+, the Sky Sports app, skysports.com and the broadcaster’s social channels. Coverage extends to out-of-home broadcasts in pubs and venues in the UK and Ireland.
Sky Media said the sponsorship runs whistle to whistle on every live Premier League broadcast.
Sky Sports shows more than 80% of live Premier League matches, at least 215 games a season. IG is the only investing and trading platform in a co-sponsor group that also carries Guinness, Coca-Cola, Uber Eats and EA Sports.
Elise Ash, Marketing Director at IG, Source: LinkedIn
“The Premier League is one of the world’s biggest sporting competitions,” said Elise Ash, IG’s senior vice president of marketing, adding that the deal puts the brand “in front of millions of football fans throughout the season.”
The Budget Behind the Buy
IG spent GBP 75.4 million on advertising and marketing in the six months to June 30, up 51% from GBP 50.0 million a year earlier, according to its half-year results. Total revenue rose 18% to GBP 642.8 million over the same period.
That took marketing to 12% of revenue, from 9% a year earlier, a rise of 3 percentage points. The company said it expects “to increase marketing spend further as a percentage of revenue.”
IG also reported blended payback under six months and lifetime value at around four times customer acquisition cost. Those are its own figures, and it did not publish the underlying methodology.
A Slot the Shirt Ban Never Covered
The 2026/27 campaign is the first in which no Premier League club runs out with a betting brand on the front of its shirt, under a withdrawal all 20 clubs agreed in April 2023.
That ban applies to matchday shirts, not to advertising around the broadcast. That is why bet365 remains in the co-sponsor group IG has now joined.
The route also differs. IG contracted with the broadcaster rather than with a club, so the five due-diligence checks the Financial Conduct Authority (FCA) told clubs to run on financial services sponsors, set out in a warning letter on June 3, govern a different set of deals.
FinanceMagnates.com reported at the time that the letter made authorization a commercial prerequisite for firms chasing shirt space. IG is FCA-authorized.
Brokers Bidding for the Vacated Space
XTB agreed a main-partner deal with Olympique Lyonnais on August 11, four days after signing FC Porto, its third football club since April.
Eleven Premier League teams carried gambling sponsors worth a combined GBP 101.1 million in the 2024-25 season. Swissquote, eToro and Plus500 together spent $183 million on sports partnerships that year, roughly triple their outlay two seasons earlier.
Those figures come from sponsorship agency SportQuake, speaking to FinanceMagnates.com last year, when its chief executive argued that supply doubling while the biggest buyer left would soften prices.
What the Advertising Is Selling
The campaign language points at investors rather than traders, and the first-half numbers point the same way. First trades in UK and Ireland reached 51,500, up 178% year over year.
Stock trading and investments supplied 43,500 of those, up 231% from a year earlier, with 23,600 coming from Freetrade.
Contracts-for-difference and other over-the-counter derivatives, still the source of most group trading revenue, produced 8,900 UK and Ireland first trades, up 49% year over year. The growth IG is buying television for sits mainly on the investing side.
The broadcast deal runs alongside a larger bet elsewhere. IG announced the $1.3 billion acquisition of US prediction markets and fantasy sports operator Underdog on July 30, and expects to close it in late 2026 or early 2027.
Sky said its 2025/26 Premier League coverage drew record viewing, up 25% on the previous season, and that its own research shows the audience skews toward investing and financial products. The broadcaster did not publish that research.
