Warner Bros. Discovery (WBD) has appointed Sky Media as an advertising sales partner in the UK and Ireland from January 2026.
The new multi-year agreement consolidates WBD’s ad sales under a single partner, covering both linear and streaming inventory, including the upcoming launch of HBO Max in the UK in early 2026.
Sky Media will represent more than 20 of WBD’s entertainment and sports channels, including Discovery Channel, TLC, Quest, and TNT Sports, as well as streaming services discovery+ and HBO Max.
Mike Rich, Group SVP Ad Sales and Brand Partnerships, UK & Ireland and International at WBD, said the partnership will streamline access to the company’s media portfolio. “With the launch of HBO Max next year, combined with our strength in linear, streaming and live sport, this partnership simplifies and strengthens access to Warner Bros. Discovery’s inventory in market,” he said.
Priya Dogra, Sky’s Chief Advertising and Group Data Officer, said the deal expands a longstanding relationship. “Together with WBD’s world-class brands and Sky Media’s premium platforms, we can help advertisers build stronger connections across live, on-demand and digital experiences.”
WBD’s UK ad sales team will continue to manage sponsorship and partnership activations, and retain direct control of short-form digital advertising across its social and YouTube platforms.
The agreement further strengthens Sky Media’s position as one of the UK’s largest media sales houses, adding WBD’s portfolio alongside its existing entertainment, sport and streaming partners.
