ITV expands YouTube advertising business with sports partnership
August 5, 2026 10.51 Europe/London By Julian Clover


ITV has expanded its YouTube advertising business through a new partnership with digital sports specialist Snack Media, adding the Professional Darts Corporation (PDC) as its latest commercial client.

Under the agreement, ITV will exclusively sell advertising across the PDC’s YouTube channel, giving advertisers access to premium sports content including highlights and coverage surrounding major tournaments such as the World Darts Championship.

The deal builds on ITV’s growing role as a YouTube sales house following its strategic partnership with YouTube in late 2024. Since launching the initiative, ITV says it has worked with more than 1,300 brands and products, while its World Cup content generated more than 150 million YouTube views.

Earlier this year ITV also signed a similar agreement with Banijay Rights, and says the latest partnership provides a platform for further expansion into sports content.