Sky revives its sustainable ad fund with three new categories

Sky Media’s Sky Zero Footprint Fund is returning for 2025 with a “renewed commitment” to sustainability.

After pausing the initiative for a year, the fund is offering £2m in advertising support to the brands, charities and organisations which are “leading the way” in environmental action.

This year, the fund has a new structure designed to attract a wider range of brands and initiatives. It will introduce three new categories: Disruptors, Catalysts and Champions.

For the Champions category, three brands will be chosen to live pitch, and the winner will be awarded £500k in advertising. The category aims to engage larger, established brands and “reinvigorate” their role in driving national conversations around sustainability, helping to move environmental action up the agenda.

“By evolving the fund for 2025, we’re aiming to put sustainability front-and-centre for a wider range of brands, empowering a diverse range of organisations,” explains director of planning at Sky Media, Sarah Jones.Sky expands sustainable ad fund to startups and SMEs

Nine businesses will be invited to live pitch for the Disruptors category with three £200k prizes available. Catalysts will see six charities live pitch and be in the running to win two £200k prizes.

After the winning brands have created their ads, one brand will win an additional £500k prize in the Grand Prix.

The judging panel includes Sky’s sustainability lead Fiona Ball, CEO of the Advertising Association Stephen Woodford, and Sky Sports News presenter David Garrido.

Previous winners include Grub Club, Serious Tissues and Here We Flo. Grub Club co-founder Alessandro Di Trapani says the process was an “incredible experience” for the brand, from refining its brand message to filming its first-ever TV ad.

“The exposure has put Grub Club in front of millions of pet owners across the UK, driving awareness and credibility in a way that would not have been impossible for an early-stage brand alone,” he says

“More than just visibility, the Footprint Fund has been a key catalyst in unlocking national distribution, helping us secure major retail partnerships that will accelerate our mission to make pet food more sustainable.”

Sky’s Zero Footprint Fund has committed a total of £8m in media value since its launch in 2021. Submissions will open in early March.