By Andy Marston, Sports Pundit
Sky Media has officially launched Sports Marketplace, giving brands direct access to live sports ad inventory across Sky Sports and TNT Sports across both broadcast and streaming.
Advertisers can now book campaigns around premium competitions including the Premier League, Women's Super League, UEFA Champions League, and EFL, with Formula 1, Golf, and Cricket to be added soon.
The platform offers three tiers: Event Lockout (exclusive cross-platform rights), Event Access (streaming-only), and Multi-Event Packs (lower-budget streaming bundles).
Streaming placements span Connected TVs, tablets, phones, smart devices, and gaming consoles, meeting fans wherever they watch.
Why It Matters:
Sky and TNT Sports control most of the UK’s most valuable sports rights, but until now, unlocking targeted ad placements across their platforms was a manual, resource-heavy process.
This move streamlines that, opening up major tentpole events to a wider array of advertisers, including digital-first brands who want to activate across streaming and mobile devices.
It’s also a big step toward treating live sport as addressable media, bringing the same flexibility and precision targeting advertisers expect from digital platforms, while still capturing the unmatched engagement of live sport.
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