Renault extends sponsorship of Sky's Premier League coverage

09 Aug 2019

By: Sport Industry Group

Renault has renewed its sponsorship of Premier League coverage on Sky Sports.

The deal, which will run for three seasons from 2019/20 to 2021/22, will include title sponsorship of Sky Sports’ flagship Super Sunday programme.

To mark the renewal, new TV ‘idents’ will be shown before, during and after all of the 128 live Premier League matches that will be shown on Sky Sports this season. Renault will receive 15- and five-second idents in the key commercial breaks scheduled before the match, at half-time and after each game.

Under the broader package agreed for the 2019/20 campaign, Renault will have a presence across every kick-off slot in the schedule comprising Monday Night Football, Friday Night Football, Saturday Evening and Saturday Night Football, as well as on Sunday afternoons.

The sponsorship also includes shared sponsorship of support programming on the Sky Sports Premier League channel, such as Renault Match Choice, Game of the Day, Premier League Review and Preview, and Premier League Years.

Across the UK and Ireland, Renault idents will also feature on Sky’s Out-of-Home feed, On Demand service and the Sky Go platform, which allows fans to watch live or catch-up coverage via mobile, tablet and desktop devices.

The idents themselves will feature former Arsenal and France star Thierry Henry with the Mégane R.S and the All-New Clio vehicles under the #GettingYouToTheGameInStyle name. Henry will play the role of ‘The Transporter’ – a getaway driver who helps fans to escape whatever stands in their way of the game, such as the weekly shop or going to the gym.

Renault will also sponsor digital coverage of the Premier League on the website and the Sky Sports App, including video and display advertising. The sponsorship also includes the Renault Match Zone – a bespoke mobile studio that will pop up at club training grounds for interviews with players and managers.

Adam Wood, Marketing Director, Groupe Renault UK and Ireland said: “Reaching millions of dedicated fans across the UK and Ireland every week of the Premier League season, the partnership provides Renault with a chance to tap into a highly-engaged audience with broadcast as well as digital sponsorship.”

Sky Media Planning Director Rachel Bristow added: “The first year of the partnership was a great success with one of the most closely contested title races in recent memory. Renault’s continued commitment with Sky Media reflects our ability to reach passionate and desirable audiences at scale, across multiple platforms.”