Financial management group St James’s Place (SJP) has continued its partnership with Sky Arts, until at least February 2027.

The renewed campaign, which has creative produced by independent agency Recipe, was facilitated by Sky Media and Mindshare UK. The deal includes branded idents that bookend ad breaks, each featuring a real person who has a love for the arts.

The partnership began in April 2024, with Sky Arts’ audience aligning closely with St James’s Place’s target demographic, described as “culturally engaged, aspirational and forward-thinking individuals”.

By the end of the new deal, SJP will be the longest-running channel sponsor on Sky Arts to date.

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Karin Seymour, director of client and marketing at Sky Media, said: “This renewal reflects the continued success of using TV to build trust and meaningful connections at scale, while showcasing the incredible synergy between invaluable financial advice and the transformative power of the arts.”

TV sponsorship continues to be a cornerstone of SJP’s broader brand campaign, which spans multi-platform activity across linear, VOD, social, and digital platforms.

Liz Kelly, chief corporate affairs officer at St James’s Place, said: “Through the extension of our Sky Arts partnership, we can continue to deliver exceptional results by highlighting the synergies of the two brands, connecting St James’s Place with a diverse, culturally engaged audience.”