Sky Sports
Dominant UK sports news and live coverage brand.
Sky Sports at a glance
Sky Sports is a sports website and one of the most visited sites in United Kingdom, currently ranked #9 in the country. It was founded in 1998 and is headquartered in London, United Kingdom. Today Sky Sports is owned by Sky Group (Comcast). Our estimates put its audience at ≈ 110 million visits per month. The business earns money mainly through subscriptions, advertising. Its closest rivals include bbc.co.uk, espn.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 103 million / month | +2% |
| Q2 | ≈ 107 million / month | +3% |
| Q3 | ≈ 110 million / month | +3% |
| Q4 | ≈ 117 million / month | +6% |
Traffic sources
- Direct45%
- Organic search30%
- Social16%
- Referral6%
- Paid3%
Audience & demographics
- Men74%
- Women26%
- Age 18-2427%
- Age 25-3431%
- Age 35-4422%
The audience is concentrated in United Kingdom, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United Kingdom86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 33 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United Kingdom
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| sky sports | 1 | Very high | Dominant |
| live scores | Top 10 | High | — |
| match results | Top 10 | High | — |
| league table | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United Kingdom web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 83% mobile
- Position in country
- Among the leading sports apps in United Kingdom
Company information
- Website
- skysports.com
- Sector
- Sports
- Owner
- Sky Group (Comcast)
- Owner type
- Public multinational
- Founded
- 1998
- Headquarters
- London, United Kingdom
- Employees
- 5,000+
- Ownership
- Sky Group (Comcast) controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- English
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Public multinational
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Sky Sports operates a sports media platform focused on United Kingdom. Dominant UK sports news and live coverage brand. Revenue comes mainly from subscriptions, supported by the other lines listed below.
- Subscriptions
- Advertising
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United Kingdom
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United Kingdom)
- #9 in this index
- Sector rank
- Leading sports site in United Kingdom
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| bbc.co.uk | ≈ 66 million / month | #10 class competitor | — |
| espn.com | ≈ 49.5 million / month | #11 class competitor | — |
What is Sky Sports?
Sky Sports (skysports.com) is a sports media platform serving users in United Kingdom. Dominant UK sports news and live coverage brand. It ranks #9 among the most visited websites in the country in this index, within the sports category.
Who owns Sky Sports?
The site is operated by Sky Group (Comcast). The company was established in 1998 and is headquartered in London, United Kingdom. It employs around 5,000+.
Traffic and audience
Traffic estimates place Sky Sports at roughly 110 million visits per month, about 3.7 million per day. Around 83% mobile of sessions come from mobile devices, and visitors view about 4.8 pages per visit with an average session of 5 min.
How Sky Sports makes money
Revenue comes primarily from subscriptions, alongside advertising.
Competitors in United Kingdom
Its closest rivals include bbc.co.uk, espn.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1998
Sky Sports is founded in London, United Kingdom.
- Growth phase
Expands its sports offering and moves to a mobile-first product.
- Today
Ranks #9 among the most visited websites in United Kingdom.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Live scores and fast match reporting
- Deep coverage of national leagues
- Free access to most content
- Strong mobile and app experience
Cons
- Ad-heavy match pages
- Betting advertising throughout
- Rumour-driven transfer coverage
- Video rights limit highlights
Key statistics
Frequently asked questions
Who owns Sky Sports?
Sky Sports is operated by Sky Group (Comcast). Public multinational structure, based on public filings and press reporting.
Where is Sky Sports headquartered?
Sky Sports is headquartered in London, United Kingdom.
When was Sky Sports founded?
Sky Sports was founded in 1998.
How many employees does Sky Sports have?
Sky Sports employs approximately 5,000+ people.
What is Sky Sports's revenue?
Sky Sports does not publish standalone revenue; income comes from subscriptions, advertising.
Who are Sky Sports's competitors?
Main competitors in United Kingdom include bbc.co.uk, espn.com.
How does Sky Sports make money?
Mainly subscriptions, advertising.
Is Sky Sports publicly traded?
Sky Sports's ownership: Public multinational.
How many visitors does Sky Sports get?
Third-party estimates place Sky Sports at roughly 110 million visits per month, mostly from United Kingdom, with 83% mobile traffic.
Is Sky Sports safe?
Sky Sports is an established sports site founded in 1998 and ranked #9 in United Kingdom; use the official domain skysports.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsskysports.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited Kingdom and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos