Home Newswire Sky Media to sell ads on FIFA+ in Europe, marrying established broadcast...

Sky Media to sell ads on FIFA+ in Europe, marrying established broadcast sales house and D2C streaming

On the eve of the Women’s World Cup, FIFA has revealed that Sky Media is the official and exclusive sales representative in Europe for ad inventory on FIFA+, the football federation’s direct-to-consumer streaming service. FIFA+ is added to a wide-ranging sports portfolio Sky Media can offer advertisers.

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Sky Media, the advertising sales house of Sky, has been appointed as the official and exclusive ad sales representative of FIFA+ (the free direct-to-consumer streaming app from FIFA) covering Europe, including the UK and Ireland. This representation agreement comes on the eve of FIFA Women’s World Cup 2023, where FIFA+ will provide live streams, full match replays and more (territory dependent).

FIFA+ provides sports biopics and documentaries as well as match action and has been expanding globally across connected TV apps and FAST channels. Romy Gai, FIFA’s Chief Business Officer, said: “Sky Media’s expertise and leading capabilities in advertising sales will maximise the commercial success of FIFA+ content, enabling us to create new commercial opportunities.”

Brett Aumuller, Managing Director of Sky Media added: “It’s great to be collaborating with FIFA as they move into the connected TV and FAST channels space. We already provide a wide-ranging football offering to advertisers, and adding FIFA+ will make it an even simpler and more compelling proposition for brands.”

FIFA+ has been well received by consumers in its first year. During the FIFA World Cup Qatar 2022, FIFA+ generated 190 million views on match recaps.

Editor’s comment:

Advertisers welcome premium streaming services as a way to reach audiences, but also value simplicity when it comes to planning and buying audiences. This deal is a classic example of how an established sales house gives them a direct route into a new audience opportunity. There are many entities ready to represent streamers selling ads. Existing broadcast/Pay TV groups are well-placed to perform that role, as Sky Media has demonstrated here.

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