Financial management group St James’s Place (SJP) has confirmed the renewal of its partnership with Sky Arts, a collaboration that will now run until at least February 2027. This extension underscores SJP’s commitment to integrating financial expertise with the transformative power of creative arts, strengthening its connection with a culturally engaged and aspirational audience.
The renewed sponsorship campaign, developed by independent agency Recipe, is supported by Sky Media and Mindshare UK. It includes engaging branded idents that feature real individuals passionate about the arts, which will bookend ad breaks on Sky Arts. This initiative is designed to build trust and showcase how SJP’s expertise aligns with the inspirational world of the arts.
Since the partnership’s inception in April 2024, it has been evident that Sky Arts’ audience aligns closely with SJP’s target demographic—forward-thinking individuals who are not only culturally engaged but also driven by aspirations to achieve more in their lives. By the end of this agreement, SJP will hold the record as the longest-running channel sponsor on Sky Arts.
Liz Kelly, Chief Corporate Affairs Officer at St James’s Place, commented: “Through the extension of our Sky Arts partnership, we are excited to continue delivering exceptional results by highlighting the natural synergy between the two brands. We are connecting SJP with a diverse and culturally engaged audience, while making both our financial advice services and world-class creative content more accessible and relevant.”
The renewed sponsorship is set to continue across multiple platforms, including linear, VOD, social, and digital media, underlining TV sponsorship as a key element of SJP’s broader brand campaign. These efforts will also include the use of Sky Media’s AdVance technology, which provides additional opportunities to reach and engage with the audience.
Karin Seymour, Director of Client & Marketing at Sky Media, added: “We are thrilled to extend our partnership with St James’s Place on Sky Arts. This renewal is a testament to the success of using TV to build trust and meaningful connections, while highlighting the powerful synergy between financial advice and the arts. Together, we look forward to continuing to inspire and engage audiences, driving brand visibility for St James’s Place.”
The campaign, with its focus on empowering and inspiring viewers through creativity and financial expertise, offers a unique way for SJP to further establish itself as a trusted leader in providing sound financial advice.
