Sky Media has launched a new campaign announcing Optimum Nutrition as the Official Nutrition Partner of Sky Sports.

The multi-platform campaign, which is the first TV ad on UK screens, is fronted by Sky Sports talent Micah Richards and Natalie Pinkham, alongside McLaren Racing’s Lando Norris and Optimum Nutrition’s brand ambassador Lauren James.

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The move comes as the nutrition brand aims to expand its marketing strategy to harness the scale of TV and VOD platforms.

As a result, the partnership will help the nutrition brand continue to build awareness and visibility throughout a summer of sport, with the Paris 2024 Olympics and UEFA Euros taking place.

The partnership will run across linear, video-on-demand, short-form video-on-demand, and social channels.

Produced by Sky Media Commercial Productions, the campaign creative will also a feature 30-second Hero TVC, three 10-second Hero TVC’s, with two focusing on football and Formula 1.

The TVCs will play out across general airtime as well as Premier League, British Grand Prix – F1 Race Day, Grand Prix and The Open.

Sky Media Director of Client Marketing, Karin Seymour, said: “As we head into an incredibly exciting summer of sport, the timing couldn’t be better for Optimum Nutrition to make its TV debut in the UK. It’s great that we’re creating a deeper connection between sports fans and Optimum Nutrition by introducing the brand as Sky Sports’ official nutrition partner.”

Optimum Nutrition UK, Head of Brand, Will Klug, added: “For us, Sky Sports is the perfect partner – one that will give us access to the best selection of sports programming while providing an unbeatable combination of scale and relevance. Sky Sports viewers naturally align with our own customers and that’s what really excites us about this partnership.”