Warner Bros. Discovery is overhauling its advertising strategy by appointing Sky Media as its exclusive ad sales partner for the UK and Ireland. The multi-year deal, which begins in 2026, consolidates WBD's entire linear and streaming ad portfolio under a single partner ahead of the anticipated UK launch of HBO Max.
One roof to rule them all: The agreement streamlines ad sales for advertisers by bundling WBD’s linear channels, like Discovery and TNT Sports, with its streaming services, including discovery+ and the upcoming HBO Max. This brings more than 20 channels plus WBD's streaming properties into a single, simplified ad-buying ecosystem managed by Sky.
The long game: While the companies have an existing relationship, this deal dramatically escalates the partnership. WBD's Group SVP, Mike Rich, called it "an incredible opportunity for us to simplify and streamline access," framing the move as a strategic realignment for the HBO Max launch. WBD will keep its in-house team to manage bespoke brand partnerships and control ad sales for its digital content on YouTube and social media.
WBD is betting on operational simplicity to sharpen its focus for the streaming wars, offloading the complexity of ad sales to a trusted partner. For Sky, the deal is a major win that further cements its position as the central power broker for media advertising in the UK.
The move gives Sky Media control over the ad sales for what is currently the fifth-largest commercial broadcaster in the UK, a portfolio that includes valuable premium sports rights like the Premier League and the Olympic Games.
