Omnicom Media Group and Sky Media have partnered to launch ‘Sports Surge’ – a new way for brands to tap into high-attention moments during live sports. This new programmatic innovation helps advertisers effectively engage audiences in the moment, around high-profile, shared sporting cultural moments.
Omnicom Media Group is the first holding company to programmatically activate Sky’s live sports inventory through a biddable private marketplace, powered by The Trade Desk. Delivered across Sky Go’s streaming platform, the partnership will initially activate by sport but will evolve to target key in-match moments—when both viewership and attention naturally spike.
This new capability mirrors a similar partnership announced earlier today between Disney and OMG in the U.S., highlighting a shared global vision for the future of live event advertising.
“We’ve seen firsthand the power of live sports and high-attention moments in building brands and driving consumer action to drive positive business outcomes. The value that programmatic buying can unlock for broadcasters and advertisers is huge and Sky Sports Surge allows us to create new, cut-through targeting opportunities and deliver competitive advantage for our clients.” Harriet Perry, Chief Media and Partnerships Officer at OMG UK
“This is a unique activation with TTD and OMG. It builds on Sky Media’s move to make exclusive live sports inventory available through biddable technology via TTD earlier this year and the launch of our dedicated Sports Marketplace. This exciting proposition lets brands make in-the-moment, intelligent decisions—targeting the right customers precisely when attention peaks and fans are drawn into the heart of the action.” Dan Cohen, Director of Transformation and Strategic Programmes, Sky Media:
“When the action intensifies, so does the advertising impact. As live sports viewing rapidly shifts to connected TV, brands have a golden opportunity to optimise budgets and deliver high-impact messaging at the most thrilling moments.” Phil Duffield, VP UK, The Trade Desk
“This innovative approach from Omnicom enables us to further elevate how we can advertise in live sports. It also adds another way for us to connect with our audience at the precise moment they are most passionate and engaged with high-quality broadcast content. By leveraging data driven-insights, we can deliver tailored messages and advertising solutions that resonate with our audiences in real time as part of our Lotto activation.” Ben Brown, Head of Media and Channel Activation for National Lottery operator Allwyn.