Sky Sports has secured Screwfix as the first ‘Official Partner of Sky Sports Football’.
It has built out its six-year relationship with Sky to become the football sponsor for the 2019/20 season.
The seven-figure deal was brokered between Sky Media and Wavemaker will see it sponsor the digital and broadcast coverage of the English Football League (EFL), the Carabao Cup and Scottish Professional League (SPFL). As well as sponsorship of over 190 live games on Sky Sports Football, it will sponsor the EFL highlights show on Quest.
Screwfix is using football sponsorships to retain a TV presence all year round it told The Drum earlier this year.
Screwfix can also use the Sky Sports Football logo and Official Partner designation in its owned and bought media.
Caroline Welsh, director of brand and marketing at Screwfix, said: "We are proud to be the first official partner of Sky Sports Football. With over 80% of customers watching or attending games, this partnership gives us the opportunity to talk to them every week. After a fantastic six years of working together and with Screwfix celebrating its 40th birthday this year, this landmark deal is the perfect way to celebrate.”
Rachel Bristow, planning director at Sky Media, added: “We are delighted to extend our long-standing partnership with Screwfix, which will see a broader alignment with Sky Sports Football and Quest. There is a great fit between the Screwfix and Sky Sports’ audiences who are passionate football fans and committed followers of the game. We look forward to working with Screwfix, yet again, to activate and elevate the renewed partnership as the new season unfolds.”