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.