The Media Leader Podcast Why sport is every brand's playing field — with Sky's Pippa Scaife and Dan Cohen
This episode was produced in partnership with Sky Media
After another big summer of sport and the kick-off of the 2025/26 Premier League season, Jack Benjamin is joined by Sky Media's new director of digital advertising, Pippa Scaife, and director of transformation, Dan Cohen, to discuss how brands can make the most of live sport.
In the UK, if you’re a football fan — or, indeed, a fan of practically any major sport — it’s likely you have a Sky subscription.
And amid a fragmented AV media landscape, sport has emerged as both a highly important opportunity for brands wanting to reach large audiences all at once and a key way to tap into dedicated communities and fandoms.
Scaife and Cohen speak about the role Sky's new Sports Marketplace plays in democratising live sport for smaller advertisers, how brands can tap into sport beyond just on the telly and rapidly emerging opportunities in women's sport.
Highlights:
1:20: How fragmented viewing has made sport a multichannel experience
7:04: Opportunities in women's sport and reaching female sports fans
14:15: Sky Media's Sports Marketplace: democratising sports advertising
24:53: 2026 in sport: Olympics, Paralympics, World Cup — how should brands be preparing?
29:03: Making the most out of sponsorship opportunities: shoulder content, commentary, community
Related articles:
Expanded programmatic capabilities at Sky Media ‘will democratise live sport’
Sky Media: Brands shouldn’t miss their chance to connect with women’s sport fandom
Get in the game: why Havas Play thinks brands should be doubling down on women’s sport
Sports programming on the rise across global SVOD services
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Thanks to our production partners Trisonic for editing this episode.
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