Volvo Cars has renewed its long-standing partnership with Sky Atlantic for a further two years. As part of the renewal, Volvo has also become a first-time sponsor of Sky Nature, expanding its presence across Sky’s premium factual and entertainment portfolio.

Planned in collaboration with Sky Media and Initiative (IPG), the renewal follows a decade of standout performance driven by Volvo’s use of addressable sponsorship technology.

Volvo was the first brand in the UK to launch addressable broadcast sponsorship via Sky’s Smart Sponsorship capability. Building on that innovation, the renewed partnership now expands beyond broadcast for the first time, adding digital performance media and short-form video inventory alongside continued TV, VoD and branded content activity.

The approach delivered three times more web visits and a 211 per cent uplift in purchase intent in 2024, followed by Volvo’s highest purchase intent in 12 years in 2025 – a 530 per cent uplift versus non-Sky viewers and 65 per cent above the automotive category norm.

New 5” and 15” Sky Nature idents, created by Grey, have already debuted, with refreshed Sky Atlantic creative launching later in Q1.

Georgina Williams, Head of Marketing Operations, Volvo Car UK, commented: “We are incredibly proud to extend our partnership with Sky Atlantic into its 13th and 14th year. This collaboration has always been about evolving how sponsorship works – from launching the UK’s first smart sponsorship to continually pushing how creativity and data can work together. Expanding onto Sky Nature allows us to build on this momentum and continue telling meaningful stories that resonate with families and audiences across the UK.”

Karin Seymour, Director of Client and Marketing at Sky Media, added: “This partnership has been a cornerstone of Sky Atlantic for many years, and we’re delighted to see it evolve into its next chapter. Volvo has consistently embraced innovation, from being the first partner to use Smart Sponsorship to extending across Sky Nature and digital performance channels. The renewal highlights how premium content combined with data-led targeting can work together to deliver long-term brand impact.”

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Categories: Advertising, Articles, Broadcast

Tags: advertising, car, sky, sky atlantic, sky nature