Sky Sports reports that it drew a record audience for the 2025/26 World Darts Championship, with total viewing up 13 per cent year-on-year across the tournament. Viewing was up over 100 per cent compared to four years ago on Sky Sports – the last pre-Luke Littler tournament, highlighting the impact of the teenage sensation on […]
Sky and the PGA Tour have agreed a four-year extension to their partnership in the UK and Ireland, through to the end of 2029. This follows recent extensions to rights agreements with The Masters, the Ladies European Tour, DP World Tour, USGA and Augusta National, resulting in Sky Sports remaining the exclusive home of all […]
Sky Sports and Augusta National Golf Club have announced a new multi-year extension, keeping Sky Sports and NOW as the exclusive home of the Masters Tournament in the UK and Ireland. The renewed agreement will see almost 20 per cent more live coverage on Sky Sports across the week from Augusta National, including dedicated feeds […]
The Ryder Cup 2025 highlighted how premium global sporting events are reshaping their commercial models, combining record ticket pricing with experiential value, stable top-tier sponsorships, and sharply contrasting broadcast outcomes across markets. The tournament underscored the growing importance of fan experience, brand alignment, and regional viewership dynamics in determining returns for rights holders, sponsors, and […]
Target Darts, a specialist in darts innovation, is launching its campaign ‘From Target to Trophy’ in collaboration with Sky Media, the advertising arm of Sky. The campaign coincides with the start of the PDC World Darts Championship, live on Sky Sports, where Luke Littler commences his title defence. Darts sensation Littler has been using Target […]
Sky and the Ladies European Tour (LET) have announced an extension to their long-standing partnership meaning Sky Sports and NOW remain the exclusive home of the Tour, including the next three editions of the Solheim Cup, until the end of 2030. The new deal takes the partnership into a landmark 30th year, where Sky will […]
The Professional Darts Corporation has announced that Paddy Power has extended its title sponsorship of the World Darts Championship for a further five years, keeping the partnership in place until at least 2031. Paddy Power first became title sponsor of the sport’s flagship event in 2023, and their approach has helped elevate the Alexandra Palace […]
Sky Sports and London-based artist Slawn have aprtnered to create a football shirt that include a month of free access to Sky Sports content. The collaboration brings together art, fashion and football, with an exclusive collection of hand-sprayed shirts produced in Slawn’s signature style. The campaign, developed by McCann London, has been created to support […]
Racecourse Media Group (RMG) has been awarded a further three-year contract by Dubai Racing Club to provide production and distribution services at Meydan Racecourse, the home of the Dubai World Cup raceday. Timeline Television will provide broadcast facilities and crew for RMG’s host production and on-course coverage. The contract takes in the next three Dubai […]
Sky Sports has announced a new four-year partnership with UEFA to exclusively broadcast every match from the UEFA Europa League and UEFA Conference League in the UK from the 2027/28 season. The deal will see 342 European matches each season added to Sky’s line-up, frequently giving customers live football seven days a week during the […]