IG has secured advertising rights across every live Premier League broadcast on Sky Sports for the next three seasons, the company announced Friday. The deal, described as one of IG’s largest UK marketing investments, places the trading platform alongside bet365, Guinness, Coca-Cola, Uber Eats and EA Sports in Sky’s co-sponsor group. Coverage spans all Sky channels, digital platforms, and out-of-home venues across 215-plus matches per season.
The timing is notable as Premier League clubs have withdrawn betting brands from shirt fronts this season following an April 2023 agreement, though broadcast advertising remains unrestricted. This explains bet365’s continued presence in the sponsorship tier IG now joins as the sole investing and trading platform.
IG’s marketing spend jumped 51 percent to £75.4 million in the six months through June, outpacing its 18 percent revenue growth to £642.8 million. Marketing now represents 12 percent of revenue, up from 9 percent year-over-year, with the company signaling further increases ahead.
FXnCO Insight
IG’s aggressive marketing expansion signals confidence in client acquisition economics but watch whether revenue growth accelerates to justify the widening spend ratio.
Source: Finance Magnates