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Screwfix becomes first official partner of Sky Sports Football

Screwfix has signed a sponsorship deal for the 2019-20 football season, becoming first ever official partner of the Sky Sports Football channel.

After a six-year working relationship, Screwfix

will sponsor Sky Sports’ broadcast and digital coverage of the English Football League

(EFL) in a seven-figure deal between Sky Media and media agency network Wavemaker.

Caroline Welsh, director of brand and marketing at Screwfix, said: “We are proud to be the first official partner of Sky Sports Football. With more than 80% of customers watching or attending games, this partnership gives us the opportunity to talk to them every week.”

The multi-channel retailer will also sponsor ‘whistle-to-whistle’ Sky Sports coverage of the Carabao Cup and Scottish Professional League. As well as sponsorship of over 190 live games on Sky Sports Football, the package includes exclusive sponsorship of the weekly EFL highlights show on TV channel Quest.

The deal

comprises 15 second and 5 second idents, digital display takeovers and video bumpers

, aligned to sponsored content. As part of the package, Screwfix can use the Sky Sports Football logo and official partner designation in its own and bought media.

Rachel Bristow, planning director at Sky Media said: “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.”


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