Publishing house Penguin Random House has been named as the exclusive sponsor of Sky Crime and Investigation.
Crafted by Havas Play, the sponsorship sees the publisher bring bestselling author James Patterson’s non-fiction work to TV screens.
According to Penguin, the work aims to increase the author’s cultural relevance and connect with true crime audiences by targeting both long-term and new readers.
Sophie Shaw, head of marketing and brand manager for James Patterson, Penguin Random House, said: “This campaign marks an exciting new chapter, not just for James Patterson, but for how we think about author storytelling in today’s landscape.”
“This sponsorship package is part of a hugely exciting 2025 for the Patterson brand with landmark advertising across TV and transport hubs. Patterson has always led the way in engaging audiences through gripping stories, and this campaign reflects his relentless commitment to innovation, accessibility, and reaching new generations of readers in unexpected ways,” she added.
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Patterson has sold more than 400 copies of his books globally and will publish two thrillers this summer: The Last Days of Marilyn Monroe and The Idaho Murders.
The Sky sponsorship will align with these releases, launching in three parts across July, August and December.
To support the partnership, Arena Media has unveiled wider campaign activity which includes out-of-home creative in the UK’s major transport hubs, podcast sponsorship and TV advertising. Creative for the work was designed by Gunpowder House.
Matt Carter, business director, Havas Play UK, said: “Pairing Patterson’s addictive storytelling with Sky’s true crime line-up is the perfect cultural crossover.
“By creating a natural convergence of page and screen, the campaign breaks new ground in author marketing, bringing Penguin Random House and the Patterson brand to life in fresh ways and reimagining how publishing can show up in culture to connect with audiences beyond the bookshelf,” he added.
