Sky Arts has renewed its sponsorship agreement with wealth management firm St. James’s Place (SJP) until at least February 2027, making it the longest-running channel sponsor in Sky Arts’ history.
The extension highlights SJP’s ongoing commitment to combining financial expertise with artistic inspiration, reinforcing the synergy between the two sectors.
The sponsorship campaign, developed by creative agency Recipe, will feature 15-second introductions and five-second centre breaks across Sky Arts programming.
Managed by Sky Media and Mindshare UK, the partnership originally commenced in April 2024 and will continue to engage audiences through multiple platforms, including linear TV, video on demand (VOD), social media, and digital channels via Sky Media’s AdVance, the Sky solution that connects TV and ad viewing data to the digital world.
Liz Kelly, chief corporate affairs officer, St. James’s Place, emphasised the strategic importance of the partnership: “Through the extension of our Sky Arts partnership, we can continue to deliver exceptional results by highlighting the synergies of the two brands, connecting St. James’s Place with a diverse, culturally engaged audience. This is brought to life through our shared purpose of making our respective services – financial advice and world-class content – more accessible and relevant to more people,
“With Sky Arts, we’re creating campaigns that inspire confidence, creativity, and meaningful connections, while further establishing St. James’s Place as a trusted leader in providing financial advice.”
Karin Seymour, Director of Client & Marketing at Sky Media, expressed enthusiasm for the renewed collaboration, stating: “This renewal reflects the continued success of using TV to build trust and meaningful connections at scale, while showcasing the incredible synergy between invaluable financial advice and the transformative power of the arts. Together, we look forward to driving even greater brand visibility for St. James’s Place and delivering activations that continue to inspire and engage audiences up and down the country.”
The continued collaboration underscores the growing role of financial services within the arts, demonstrating how strategic sponsorship can enhance brand recognition while supporting cultural engagement on a national scale.