Butchers and 5 Get Tails Wagging with New Co-Branded Partnership.

Butcher’s Nourishing Food for Dogs and 5 are ‘celebrating life with our four-legged friends’ in an exciting new canine collaboration. Aimed at driving awareness and consideration for Butcher’s Nourishing Food for Dogs, the partnership launches across a range of relevant 5 programming from April 15th 2025 through to the end of June.

Specially created idents will feature a variety of furry friends interacting with the 5 logo, flowing seamlessly into Butcher’s 30-second TV creative.

The campaign kicks off with placements around Springtime on the Farm, which won Factual Show of the Year at this year’s TV Choice Awards. Each ident will celebrate different genre strands on 5 including UK travel, outdoor life, and animals.

To extend the experience, Butcher’s will publish walking guides on its website, inspired by 5 programming. These guides will feature routes inspired by 5 talent and shows, such as a walk across Grassington, where the hugely popular drama All Creatures Great and Small is filmed.

Natasha Bryant, Senior Brand Manager for Butcher’s, said: “This is an exciting campaign, rich in innovation and an excellent way to bring owners into the Butcher’s world. Through a valuable and entertaining campaign experience, we’re proud to showcase our range of foods that support a healthy diet—helping owners prioritise their dog’s wellbeing, day in and day out.”

In addition to the TV campaign, an exclusive competition will see one lucky owner win the chance for their dog to feature in a walk-on part in a future 5 drama.

Liz Sloan, Head of Planning at Notorious, commented: “Our media plans for Butcher’s have always focused on showcasing our belief in the power of dogs to a nation of dog lovers. 5 has collaborated brilliantly across all teams to deliver this special partnership—with a celebration of dogs right at its heart.”

Scott Taylor, Group Account Director, Paramount Ad Sales International: “This creative partnership with Butcher’s is a great example of how brands can connect with 5’s loyal viewers through much-loved relevant shows and talent to reach audiences across platforms at scale.”

Olivia Whalley, Senior Account Manager at Recipe, said: “This has been a fantastic collaboration, blending creativity with the charm of furry friends to bring Butcher’s message to life. Through our specially designed idents, we’ve been able to seamlessly integrate fun and engaging visuals with 5’s programming. We’re proud to have played a part in delivering a campaign that not only captures attention but also strengthens the bond between dog owners, the Butcher’s brand and 5.”

Pentland Brands Partners with Sky Media for Landmark TNT Sports Channel Sponsorship.

Six of Pentland’s iconic sports, outdoor and lifestyle brands make their collective TV and multi-platform sponsorship debut.

Pentland Brands has secured a major deal to become the first-ever official channel sponsor of TNT Sports, marking a bold new chapter for its portfolio of iconic brands.

Starting today, this exciting collaboration will showcase six of Pentland’s leading brands – Berghaus, Canterbury, Ellesse, Endura, Mitre, and Speedo – through a high-impact activation spanning TV, on-demand, and social media. The campaign debuts alongside the Nottingham Forest v Manchester United Premier League match and will extend across a wide range of TNT Sports’ premium sports content.

Developed in collaboration with Sky Media, Warner Bros. Discovery and EssenceMediacom North, the campaign brings Pentland’s brands to life through engaging ‘fandents,’ short fan-fuelled idents capturing the passion of sports fans. Complementing this, a 20-second TV ad will run during prime sports programming, while high-impact social media posts across Warner Bros. Discovery’s channels will feature iconic highlights and archive moments, maximising brand visibility.

The sponsorship creative features TNT Sports fans immersed in live sporting action, with tailored straplines aligning each brand to its sporting passion: Mitre with football, Canterbury with rugby, Ellesse with tennis, Endura with cycling, Speedo with swimming and Berghaus with hiking.
The three-month deal will see Pentland’s brands featured across the entire TNT Sports portfolio, including TNT1, TNT2, TNT3, TNT4, and TNTU. This marks the first time these iconic brands have been part of a channel sponsorship and represents a strategic investment by Pentland to drive spontaneous brand awareness and audience engagement. In the last 12 months, TNT Sports reached 46 million people, making it the ideal home for Pentland’s brands.

Penny Herriman, Chief Marketing Officer at Pentland Brands, commented: “We’re incredibly excited to be the first business to sponsor TNT Sports. Our pioneering brands have a rich legacy in the world of sports and strive to see people move more. This partnership places our brands across premium, exclusive content that resonates with an engaged, relevant audience of sports fans and consumers. It will drive visibility and connect with them where consideration is high and has impact. This is the first deal of its kind for Pentland Brands, and I look forward to working in partnership with TNT to power our brands and drive fandom.”

Karin Seymour, Director of Client and Marketing at Sky Media, added: “Sport is at the heart of UK culture and nothing engages or gets us talking quite like the teams and athletes we passionately follow. By harnessing this partnership across their entire portfolio, Pentlands will create meaningful connections between fans and their brands through must-watch, talked-about content.”

Jenny O’Sullivan, Client Partner at EssenceMediacom North added: “EssenceMediacom North is proud to build on our longstanding partnership with Pentland following on from the successful ICONS campaign featuring Liam Gallagher, now launching their first official sponsorship with TNT Sports, spotlighting six of their iconic brands. This dynamic collaboration will feature captivating idents, impactful linear spots and accompanied by engaging social media activity. It’s an exciting milestone for Pentland as they continue to innovate and connect with their audience through fresh, multi-platform strategies.”

Katie Coteman, GVP, Head of Advertising and Partnerships at Warner Bros. Discovery, UK & Ireland, said: “We’re delighted to partner with Sky Media and EssenceMediacom to welcome Pentland as the official channel sponsor of TNT Sports. TNT Sports promise is to do right by the fans, offering the greatest variety of world-class sport anywhere while telling the stories of the world’s greatest athletes and competitions. This sponsorship strategically connects each of Pentland brands with its sporting passion, from football to rugby, tennis to cycling, swimming to hiking… Each of Pentland brands is seamlessly interweaved into our unmissable moments on TNT Sports.“

Sky Sports announces Major Partnership with Callaway Golf for 2025.

A Major Partnership is born. Bringing together two iconic brands from the world of golf, Callaway become the Official Partner across Men’s and Women’s events, including all the Majors.

Sky Sports announces an exciting new partnership with Callaway Golf, bringing together two iconic brands from the world of golf. The collaboration sees Callaway become the official sponsor of key events across both the men’s and women’s golfing calendar on Sky Sports Golf. The multi-platform partnership brokered by Sky Media will include linear co-sponsorship, digital advertising, Sponsorship of the Sky Sports Golf podcast, collaborative events around key moments in the golfing calendar, plus many more partnership and editorial opportunities.

Callaway will co-sponsor a number of landmark events on the golfing calendar, including The Masters, the PGA Championship, the U.S. Open, and the LET & LPGA Tours. The sponsorship extends to all major Women’s Majors (excluding the AIG Women’s Open), reinforcing the shared commitment to promoting golf’s premier events across both the men’s and women’s season.

In addition to co-sponsorship of these globally recognised tournaments, the partnership also encompasses the sponsorship of The Open’s non-live content, with the ambition to further amplify the reach of the iconic championship for new and existing fans. Sky Sports Golf’s popular weekly podcast, this year hosted by Jamie Weir, is sponsored by Callaway, providing fans with a deeper dive into the world of golf, from tournament and equipment insights to exclusive interviews with top players and industry experts.

Jason Wessely, Director of Sky Sports Golf says: “Sky Sports is very proud to be joined by Callaway, a leader in the golfing equipment industry, and a brand who are aligned with Sky Sports’ ambition to be the best partner to golf and enhance the viewing and playing experience for fans across the UK and beyond. It’s an exciting time as Sky continues to innovate and push our digital and non-live content, and Callaway is a natural fit to partner with us to do so.”

Chris Gregg, Marketing Director, Callaway Golf said: “Sky Sports is a leader in golf coverage and this partnership allows us to bring golfers closer to the action during Major golf events, while championing equal golf. With exclusive content and insider access our partnership will elevate how new and traditional fans experience golf, aligning perfectly with our mission to make golf more fun for all golfers. We have exciting plans in place to engage fans and look forward to bringing this partnership to life!”

This collaboration marks a new chapter and exciting relationship for Sky and Callaway, and fans can expect to see both brands come together via content, activations, giveaways and fan engagement, focusing on growing audiences and inspiring the next generation of the men’s and women’s game.

Sky Zero Footprint Fund: Local Heroes awards eight SMEs with regional TV campaigns to drive growth and sustainability

Eight local heroes receive a £20,000 TV campaign from Sky Media’s Regional Footprint Fund, empowering them to drive positive change, champion sustainability, and grow their businesses within their communities.

Sky Media has proudly announced the eight trailblazing winners of the first Sky Zero Footprint Fund: Local Heroes, an initiative that empowers eco-innovative SMEs by providing TV advertising to amplify their impact.

A spin-off from the award-winning Sky Zero Footprint Fund which has just relaunched, Local Heros celebrates businesses from different regions across the UK and Ireland, awarding a £20,000 local TV advertising campaign, along with up to £2,500 towards creative production through AdSmart from Sky. This means these ‘local heroes’ will be able to engage specific audiences and locations, ensuring they connect with the right audiences to drive meaningful change and support the growth of their businesses.

The eight winning local heroes

From repurposing waste to creating eco-friendly products, these ‘local heroes’ are proving that sustainability and success go hand in hand:

• Scotland: GLORIAH is redefining menopause care with traceable, palm oil-free products in biodegradable, plastic-free packaging. Their award-winning refill scheme is setting new sustainability benchmarks, with a bold plan to hit net-zero by 2027.
• Northern Ireland: Boatyard Distillery is Northern Ireland’s only B Corp distillery. They’ve ditched plastic, introduced refillable bottles and are on the path to carbon neutrality by 2027. To encourage sustainability, they reward customers with reusable pouches for discounted refills, making it easier to drink responsibly in every sense.
• North: Suma isn’t just ethical – it’s revolutionary. As a worker-owned cooperative, they are aiming to achieve Net Zero by 2035, offer vegan, organic and fairtrade produce, and actively support food banks and community clean-ups. Their equal-wage model and strong LGBTQ+ advocacy demonstrate that doing good is built into their DNA.
• Midlands: Penrhos Spirits turns wonky fruit into premium gin, reducing waste while supporting local farmers. Their 100% recycled aluminium bottles have even inspired industry giants and their zero-waste approach, reusing gin waste as fertiliser and water recycling – demonstrates their commitment to a better planet.
• Wales: Halen Môn’s success is tied to clean seas and sustainable resources. As a B Corp, they go beyond sea salt – reusing distilled water for seaweed barrels, cutting carbon and minimising waste. As champions of sustainable food careers, they’re proving great taste and green thinking go hand in hand.
• London: Seep is cleaning up the industry with plastic-free, compostable products designed to break down naturally. Every product and packaging is home-compostable or fully biodegradable, setting a new standard for the cleaning tools category.
• South East: Green Doors turns waste into opportunity. Since 2014, they’ve been rescuing discarded doors and transforming them into high-quality products, tackling construction waste one door at a time. With commitment to practical sustainability, they’re proving that a circular economy isn’t just possible – it’s profitable.
• South West: Grace & Green, founded in a Bristol basement, don’t just create sustainable period products – they believe menstruation dignity should be a universal right. Their innovative all-gender range leads the way for inclusivity, while their Period Dignity initiative tackles poverty, stigma and promotes sustainability for a better future.

The winning businesses are not only driving sustainability but also actively engaging with their local communities. From supporting local farmers and food banks to promoting sustainable careers and community clean-ups, these SMEs are making a tangible difference in their regions.

David Sanderson, Director of AdSmart Local and Development said, “These winning businesses are raising the bar for sustainability, proving that it’s possible to make a positive impact while scaling your business. We’re immensely proud to support these local heroes by helping them reach the right audiences with targeted regional advertising, enabling them to share their inspiring stories and drive real, transformative change”.

This campaign is part of Sky Media’s continued commitment to championing sustainable businesses, demonstrating how advertising can influence positive behavioural change. For full details and to find out how to apply for the national Sky Zero Footprint Fund, visit www.skymedia.co.uk/skyzerofootprintfund.

Audi takes pole position with 3-year Sky Sports F1 deal

Audi has signed a three-year deal to become the official sponsor of Sky Sports F1. The full channel sponsorship will cover a wide range of programming, including every practice, qualifying and race, as well as documentaries, analysis and features.

The multi-platform partnership begins on February 18th, aligning with the F1 75 Live showcase where for the first time ever, all 10 teams come together to unveil their 2025 liveries. Testing for the season begins in Bahrain on February 26th with the first race weekend in Australia starting 14th March. Planned and brokered by Sky Media and Omnicom Media Group’s PHD, this new partnership encompasses all areas of the Sky Media ecosystem. It includes sponsorship across broadcast, Sky Sports digital platforms, with extension via Sky Advance, as well as coverage via Sky Sports social channels and the Sky Sports F1 podcast.

The 2024 season broke viewing records for Sky Sports, as close battles up and down the grid created an unpredictable and thrilling experience for fans. The British Grand Prix became the most-watched British GP ever. Additionally, video views across the YouTube channel, website, and app significantly increased.

Tony Moore, Head of Marketing at Audi UK, said: “Innovative engineering has always been an Audi trademark, especially embodied in our range of performance cars. We’re excited to launch our partnership with Sky Sports Formula 1, the perfect platform through which to celebrate Vorsprung durch Technik”

Karin Seymour, Director of Client & Marketing at Sky Media, added: “Our partnership with Audi is truly multi-faceted. F1 has become one of the fastest-growing sports, with an increasingly diverse and engaged fan base driving record TV viewership and online engagement. As partners to Sky Sports F1, we’re helping Audi connect with this new wave of fans and be at the heart of the conversation.”

Tom Rovery, Partnerships Business Director at PHD, commented: “We are delighted to have extended Audi’s relationship with Sky Sports, in addition to our award-winning Innovation partnership. I’m confident that Audi & Sky Sports F1 will be a potent partnership of performance for years to come”

Sky Sports is the home of F1 in the UK and Ireland until 2029, and is the only place to watch every practice, qualifying session, and race, offering the best live coverage and expert analysis for both existing and new fans. The 2025 Formula 1 World Championship battle kicks off in Melbourne, Australia, from March 14-16th.

Cancer Research UK and Sky Media join forces to bring new ‘Power of Pledges’ campaign to life highlighting the transformative impact of Gifts in Wills.

World’s leading cancer charity teams up with Sky Arts and Channel 5 to share inspiring stories of resilience and progress.

Sky Media, the advertising sales arm of Sky, has joined forces with Cancer Research UK to launch a compelling campaign showcasing the transformative power of legacy gifts. The ‘Power of Pledges’ campaign will debut on World Cancer Day (4th February), using real-life stories to highlight how gifts in Wills contribute to ground breaking advancements in cancer research and treatment.

Gifts in Wills have played a vital role in helping to double cancer survival in the UK over the past 50 years. This campaign brings the impact of those donations to life by featuring inspiring stories of resilience, creativity, and innovation from cancer survivors, researchers, and artists. Actor Stephen Mangan, who has a personal connection to cancer, after losing both parents to the disease, narrates the campaign.

The campaign features four creative threads, broadcast across Channel 5 and Sky Arts from the 4th of February until the end of March. These short films highlight individuals whose lives have been shaped by cancer and explore the life changing work of Cancer Research UK.

• On Channel 5, the 60” and 20” films join Dr. Jamie Dean and Professor Maria Hawkins who share advancements in radiotherapy being helped by gifts in Wills and highlight real stories of those who have benefitted from research developments 
• On Sky Arts, the 90” creatives focus on artists like Carole Ellis, who channels her cancer journey to evolve her artistic work to ‘uplift, brighten their days and give hope’, and Helen Anahita Wilson, a musician whose experience with cancer has shaped her artistic expression, using plants to create music that improves the experience of those going through treatment.

Karin Seymour, Director of Client and Marketing at Sky Media, commented: “Every two minutes, someone in the UK is diagnosed with cancer, a life-altering moment that also deeply affects their families and friends. By sharing these powerful stories of progress and creativity with audiences nationwide, we aim to inspire more legacy donations that help save lives and create meaningful change.”

Clare Moore, Director of Product & Portfolio at Cancer Research UK, added: “Thanks to our supporters, our work has helped double cancer survival in the UK in the last fifty years. But with nearly one in two of us diagnosed with cancer in our lifetime, we must go further and faster**. That’s why we’re shining a light on pledging a gift in your Will, because of the life-saving impact it could have for future generations. Gifts in Wills fund a third of Cancer Research UK’s vital work, enabling us to invest in pioneering trials and long-term research projects that could find new ways to outsmart cancer and make a huge difference to thousands of families across the UK. When someone writes Cancer Research UK into their Will, they’re helping to create a future that could protect the ones they love and we take that responsibility very seriously. So, we hope that people will take steps to find out more about gifts in Wills.”

The short films produced by Recipe, will be placed in contextually aligned content across both channels including medical-themed shows such as Ambulance: Code Red, Critical Condition, and GP’s Behind Closed Doors. These programmes bring the intersection of medicine and science to life through powerful human stories, resonating deeply with the target audience – viewers aged 55+. This campaign harnesses insights that people are more likely to support a charity after hearing directly from someone affected by cancer, making these placements important in getting people to consider leaving a gift in their Will.

A survey commissioned by Cancer Research UK found that 1 in 6 UK adults (17%) are unaware that they can gift money or items to charities in their Will. However, 32% of respondents with a Will say they do include a gift to charity and 30% of people who are aware they can leave a gift to charity, would consider doing so in future. 

Managed by EssenceMediacom and Sky Media, these stories will run across TV, social and video-on-demand (VOD). The longer-form creatives will air on channels including Sky News and Sky Nature.

Nicholas Goodeve-Docker, Senior Associate Director at EssenceMediacom said: “At EssenceMediacom, we’re committed to using innovative media strategies to help our clients reach new and engaged audiences. Through media buying across Channel 5, Sky Arts, and digital platforms, we are excited to have helped facilitate this partnership between Cancer Research UK and Sky to maximise the impact of these powerful personal stories. By driving awareness, engagement, and ultimately greater support for life-saving research, this campaign also highlights the vital role of leaving a gift in a will to CRUK—helping to fund future breakthroughs and leave a lasting legacy in cancer research.”

Katie Weymouth, Senior Account Manager at Recipe said: “This has been a unique experience. Collaborating with Cancer Research UK, people​ who’ve been through cancer treatment and the researchers fighting for better treatments, has been really moving. I​t’s been a project full of authenticity and heart and partnering with the powerhouses that are Sky, Channel 5 and Essence​Mediacom, we’ve hopefully raised awareness and demonstrated the power of leaving a lasting legacy. T​his has been an insightful journey from so many perspectives and one I hope the audience will connect ​with on a deeper level​.”

Christa Thompson, UK & International Group Director, Paramount Advertising International said: “This creative collaboration provides CRUK with a national public service platform to showcase their important work in a way that will really resonate with Channel 5’s viewers.”

Sky Media unveils bold new brand positioning alongside innovations at industry upfronts

Sky Media, the advertising partnerships arm of Sky, brought the media industry together last week at the Tate Modern in London for its Sky Media Connects showcase. Over 350 media agency executives attended the high-energy event, which unveiled Sky Media’s new brand positioning: Connections Mean Everything, alongside a suite of exciting products and partnerships.

Sky Media Managing Director, Brett Aumuller, hosted the event, emphasising Sky Media’s ability to build meaningful connections in four core areas – Customers, Culture, Partners, and Innovation. Highlights included appearances from notable sports figures Micah Richards, Laura Robson, and David Flatman, Sky’s unique customer insights from Sky News’ Sarah-Jane Mee, and a fireside chat between presenter Dan Walker and Paramount Chief Content Officer Ben Frow on the evolution of Channel 5.

The event opened with a compelling performance from award-winning poet Sophia Thakur and went on to feature major announcements including;

• Sky Media IQ and Project Norman – new insight tools using Sky’s industry-leading data and campaign measurement capabilities to deliver smarter, more effective advertising.

• Expanded advertising opportunities in women’s sport, a collaboration with Hearst UK, a new sports marketplace and sponsorship options tied to the new Premier League deal.

• Advances in streaming and programmatic, including the expansion of FAST channels to VIDAA, biddable inventory on The Trade Desk, and the roll-out of voice-activated ads.

Brett Aumuller, Managing Director of Sky Media, commented “Over the last 9 months we’ve been on a journey to build out the ‘Connections Mean Everything’ brand position which captures what we uniquely bring to market. Each word in our brand position is equally important, it’s about creating the right connections with audiences, in a meaningful way for clients and bringing together everything across our ecosystem which to deliver scale, creativity and better outcomes for brands.”

With Sky Media continuing to lead on innovation and creativity, the latest showcase set a bold vision for how advertisers can unlock new opportunities and deliver impactful campaigns. Major announcements were made aligning to each key pillar of the brand positioning:

Connected to Customers

• Sky Media IQ: A sophisticated tool that delivers deduplicated multi-platform outcomes measurement, Sky Media IQ integrates web visit lift, conversion metrics, and other performance indicators into one streamlined dashboard. This allows advertisers to assess the holistic impact of their campaigns across Linear TV, video on demand (VoD), and digital platforms, offering unrivalled transparency and accountability.

• Project Norman: Powered by insights from over 2,000 campaigns spanning 10 years, this AI-driven dataset allows advertisers to benchmark performance, optimise targeting, and strategically allocate media budgets. Norman focuses on metrics like brand lift and sales conversions, empowering advertisers to plan campaigns informed by real-world results.

Connected to Culture

• Premier League sponsorship opportunities: Sky Media invited agencies and brands to access its expanded Premier League coverage, offering exclusive sponsorship opportunities to partner with the UK’s most-watched sports event across Sky Sports and TNT Sports.
• Sports Marketplace: A simplified way for advertisers to access Sky Media’s live sports inventory. Sports Marketplace introduces impression-based packs, available both programmatically and directly, to help brands of all sizes connect with live sports audiences.

Connected to Partners

• Hearst UK partnership: As the market leader in broadcasting women’s sports, Sky Media announced a new partnership with leading publisher, Hearst UK, to enhance the visibility and impact of women’s sport across the UK. Launching in 2025, this collaboration will offer advertisers the opportunity to tap into the rapidly growing women’s sports sector and connect with a new generation of fans. Research reveals that these fans are eager for more non-live sports content and want to see female athletes recognised as icons. This partnership will tap in to sporting moments throughout the year connecting them with audiences’ passions for fashion, beauty, and health, with athletes at the forefront.

Connected to Innovation

• FAST channel expansion: Following a successful rollout across Samsung TV Plus and Sky’s platform, Sky’s suite of FAST channels will be available on VIDAA, expanding its reach across Hisense and Toshiba devices.
• Paramount+ and streamers package: Sky’s new solution aggregates reach across major SVOD platforms, providing seamless access to millions of younger viewers – an audience that increasingly prefers streaming over traditional viewing.

• Biddable inventory with The Trade Desk: Advertisers can now programmatically purchase premium VoD inventory, including live sports, through private marketplace auctions. This ensures greater flexibility and accessibility for brands looking to deliver against performance goals.

• Voice-activated ads: Sky unveiled interactive ads that enable viewers to use voice commands to explore branded content directly from their TV screens. Initial tests showed significant uplifts in ad recall and engagement metrics, reinforcing the potential of voice technology in advertising.

Sky Sports ‘MO’bilises Top Talent to Champion Men’s Health Awareness with Movember

Sky Media, the advertising sales arm of Sky, has announced an exciting new partnership with Sky Sports and global men’s health charity Movember known for its ground-breaking work.

In collaboration with the agency Bicycle, the content-led campaign aims to leverage Sky Sports’ top talent to drive awareness, sign-ups, and donations for Movember, while also showing that you don’t need to ‘grow a mo’ to join in. There are countless ways for women and anyone else to show support and get involved, from moving 60km in the month, hosting an event or taking on an epic challenge.

Featuring popular Sky Sports presenters Simon Thomas, Pete Graves, Clinton Morrison, and Hayley McQueen the campaign will include four bespoke 30-second TV commercials which will air across Sky Sports platforms. The campaign will also incorporate digital and social content including exclusive interviews with presenters who are growing moustaches to personally champion the cause.

Movember’s 2024 campaign with Sky Sports is strategically designed to engage new and existing audiences, reigniting excitement and increasing participation and will even see co-branded ‘Sky Sports Presents’ idents as part of the creative playout.

“Our partnership with Movember goes beyond the typical campaign; we’re using our platform to engage millions of viewers in meaningful conversations about men’s health,” said Karin Seymour, Director of Client & Marketing. “With top Sky Sports presenting talent like Simon Thomas and Pete Graves leading by example, we aim to spark action across the UK, motivating people to grow, donate, and make a lasting impact.”

Throughout Movember, Soccer Saturday and Sky Sports fans will be able to monitor the progress of the moustache growing in action as Simon Thomas and Pete Graves, both take part in the Movember challenge.

The campaign will be visible across various Sky platforms, including Video on Demand (VOD), SFVOD, digital editorial, social and linear TV channels, ensuring widespread reach and engagement.

Anne-Cecile Berthier, Country Director UK & Europe at Movember, said: “We are excited to work with Sky Media to bring millions of eyes to Movember, helping to raise funds and awareness to change the face of men’s health.

“As a charity, we work tirelessly to deliver innovative, breakthrough research and support programmes that enable men to live happier, healthier and longer lives. And we couldn’t do it without our global community of supporters. So, whether you’re growing a Mo, taking on an epic challenge or hosting an event, we’re encouraging everyone to get involved this Movember.”

Since its inception in 2003, Movember has grown into a global movement, funding more than 1,300 men’s health projects around the world. The charity is dedicated to addressing four critical areas of men’s health: mental health, suicide prevention, prostate cancer, and testicular cancer. Sky Sports’ campaign aims to remind audiences of the tangible impact their involvement can make.

bp pulse and Sky Go Partner to Enhance the EV Charging Experience

bp pulse, one of the UK’s largest EV charging networks, is teaming up with Sky Go, the leading streaming service for Sky customers, to enhance the electric vehicle charging experience.

In a commercial first using Sky Go, brought to life by Sky Media and Mindshare, the campaign highlights the ease of access to the bp pulse network and Sky’s extensive on-demand content to help transform charging downtime into entertainment.
The campaign, set to start on 9th October, features a 30-second TV commercial (TVC) showcasing how bp pulse and Sky Go work together to enhance the EV charging experience. The creative hook leans on a modern twist to the classic drive-in experience, offering both convenience and premium entertainment for bp pulse & Sky customers. Freedom of electric driving meets the world of on-the-go entertainment.

The campaign execution cleverly leverages Sky Media’s AdSmart and digital targeting capabilities, to deliver geo-location messaging to reach a custom-built audience segmentation based on bp pulse charging locations.
The partnership will extend to social media, where bp pulse will provide curated entertainment recommendations spanning across an array of genres which can be enjoyed by the whole family. These clip compilations will include bp pulse pre-roll bumpers, as well as a bp pulse watermark present throughout to keep the brand top-of-mind for customers as they enjoy Sky Go content.
Elen Macaskill, Chief Customer Officer at bp pulse. “Through this partnership, we’re redefining what it means to charge your EV. Not only are we providing a convenient and fast EV charging network, but we’re also offering entertainment to pass the time, keeping our customers engaged and entertained while they power up,”

Sam Wood, Client Director at Mindshare Invention – “With hero creative that champions both the bp pulse brand and their effective EV charging network, and a supporting contextually-targeted social campaign – together bp pulse, Sky Go and Mindshare have created an engaging multi-channel partnership that will entertain viewers and highlight the benefits of out of home charging on-the-go.”

Karin Seymour, Director of Client and Marketing at Sky Media “Our collaboration with bp pulse offers a perfect partnership of relevance and entertainment – we’re combining our market-leading targeting capability to deliver an engaging and relevant message to the growing number of EV households.”

Pioneering Skincare brand UpCircle launches First TV Campaign through Sky’s Footprint Fund!

Sky Media, the advertising arm of Sky, has announced that UpCircle, the pioneering UK-based sustainable skincare brand, is to launch its first-ever TV campaign. This milestone follows UpCircle winning £250,000 of media as part of the 2023 Sky Zero Footprint Fund, a £2 million initiative amplifying brands that are making a positive impact on the planet.

The win has provided UpCircle an incredible opportunity to showcase its innovative approach to beauty, which centres on repurposing by-products from other industries, such as coffee grounds and fruit stones, into high-quality skincare products. This approach not only reduces waste but also challenges the conventional beauty industry to rethink its practices.

Sarah Jones, Director of Planning at Sky Media, added: “The Sky Zero Footprint Fund recognises businesses that are actively working to reduce their carbon footprint and inspire others to do the same. UpCircle Beauty’s commitment to sustainability, circular economy principles, and ethical production was a perfect match for the fund’s mission.”

The creative tells the story of two of UpCircle’s best-sellers, made with their most famous upcycled ingredient, coffee. The unique journey of the product is shown entirely in reverse – starting with application to skin, then the process of it being manufactured, then the coffee being collected and finally the cup of coffee being made. UpCircle is a brand with authenticity at its core, so casting a genuine customer as lead talent cements the brands ethos. The ad also features members of their own team for true authenticity, collecting coffee from a coffee shop where they do collect granules for their products. UpCircle’s creative was crafted and produced in partnership with Toast and follows best practice advice and recommendations from the Advertising Association’s AdGreen programme.

Anna Brightman, Co-Founder at UpCircle, said: “There is no beauty brand doing more than we are, and there are few industries as wasteful as ours. The authenticity and sincerity of this campaign is true to our brand, one thing Sky were big fans of. We wanted to immediately engage with our audience, how do we do that? By using one of our very own customers as our lead talent! We’ve been patiently waiting for the right time to air our ad and at long last that time has come. We are so excited to share it with the world and to see it on screens during peak season. We are very grateful that Sky has recognised us as a changemaker and offered us this opportunity to have an immense positive impact. This means so much to every one of us at UpCircle.”
The campaign will air across Sky Media channels from the 15th of September, using Sky’s data to target relevant audiences, channels and content to optimise web visits, sign-up and purchases.

Think your organisation could be a winner in the Footprint Fund 2024? Click here to register your interest in hearing more about Footprint Fund 2024 ahead of the launch.