Sky Media, the advertising sales house of the pay-television broadcaster, has launched the Sports Marketplace, a sports advertising platform designed to give advertisers access to the live sports inventory of broadcasters Sky Sports and TNT Sports.
First announced in November 2024, the marketplace aims to streamline the advertisement application process for Sky Sports and TNT Sports’ live sports inventory across both broadcast and streaming.
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The new platform allows advertisers to book campaigns for specific soccer games and tournaments, including England's top-tier Premier League and Women's Super League, the lower-tier English Football League (EFL), and European soccer's top-tier UEFA Champions League and second-tier UEFA Europa League.
It will eventually expand to include sports such as motor racing's Formula 1, Golf, and Cricket.
There are three purchasing options for advertisers, starting with Event Lockout, which allows those with sizable budgets to secure exclusive cross-platform advertising rights for key sporting events, covering both live broadcast and streaming.
The second is Event Access, which only covers streaming, which will initially focus on domestic and European soccer, however it will later expand to the channels’ full portfolios.
Finally, there are the Multi-Event Packs, which is also exclusive to streaming, however this tier is more focused on providing the service for prices that are more suitable to all budgets.
The streaming tiers apply across Connected TVs, phones, tablets, computers, smart devices, and gaming consoles.
Brett Aumuller, managing director of Sky Media, said: “At Sky Media, we connect millions of sports fans daily through a wealth of sports content. Across Sky Sports and TNT Sports, we aim to make advertising in standout, talked-about content as simple and accessible as possible – that’s why we’re launching the Sports Marketplace.”
Earlier this year the full range of Eurosport channels were discontinued in the UK, with its content merging into TNT Sports through a strategic move made by Warner Bros. Discovery (WBD) – which owns both properties.
This means that the total line-up of live sport as well as non-live content previously available on Eurosport in the UK – such as top-tier grand slam tennis, and grand tour cycling – is instead viewable on the various TNT Sports platforms, as well as through WBD’s Discovery+ UK streaming platform.
