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Ahead of this summer’s FIFA World Cup, Sky Glass is launching a large-scale advertising partnership with News UK, spanning multiple media brands and formats designed to engage football fans across the UK.
The campaign will integrate Sky Glass across platforms owned by The Sun, The Times and talkSPORT through a mix of branded content, sponsorships, podcasts, digital advertising and print activations.
As part of the collaboration with The Sun, Sky Glass will sponsor Ones to Watch, an eight-part video series focused on standout players expected to shape the tournament. The brand will also feature prominently within The Sun’s printed World Cup wall chart and through digital advertising placements across the publication’s online platforms.
On talkSPORT, Sky Glass will back the How to Win the World Cup podcast, a visualised series bringing together comedians, football legends, journalists and influencers to discuss the ingredients behind World Cup success. The partnership will also include a nationwide breakfast competition offering listeners the chance to win a Sky Glass setup, promoted both on-air and through wider digital audio channels.
Meanwhile, The Times will feature Sky Glass sponsorship across its dedicated 64-page World Cup preview supplement, alongside branded integrations linked to the publication’s online tournament countdown and football coverage.
David Dumville said the partnership allows Sky to connect with audiences during one of the biggest sporting moments of the year through high-quality editorial environments and innovative branded experiences.
Ben MacLaren highlighted Sky Glass’ sports-focused viewing features, including its 4K quantum dot display, Dolby audio and dedicated Sports Mode designed to enhance live match viewing at home.
The campaign reflects the growing importance of multi-platform advertising strategies around major sporting events, blending traditional media, digital content and audio formats to maximise audience engagement throughout the tournament.
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