In a media-first move, global publishing powerhouse Penguin Random House partners with Sky to bring bestselling author James Patterson’s non-fiction to screens as the exclusive channel sponsor of Sky Crime & Investigation.
Brought to life by Havas Play as part of a wider campaign by Arena Media, with creative by Gunpowder House, the first-of-its-kind sponsorship marks a bold new chapter for both Penguin Random House and the Patterson brand.
The campaign aims to boost the James Patterson brand’s cultural relevance, expand his reach, and connect an engaged true crime audience with his non-fiction publishing, including targeting long-time fans and new readers discovering his work for the first time.
As one of the world’s most successful and prolific crime authors, Patterson has sold more than 400 million copies of his books worldwide, and continues to dominate the crime and thriller genre, having been published by Penguin Random House since 2008.
This summer, James Patterson will publish two new true-crime thrillers; The Last Days of Marilyn Monroe, which details the extraordinary story of Hollywood icon Marilyn Monroe’s life, and the shocking circumstances of her death, and The Idaho Murders, uncovering the tragic murders of four college students in Idaho, 2022.
To align with these key releases, the sponsorship will run in three bursts across July, August, and December, pairing his books with some of Sky’s most compelling true crime series: Killer Britain, Court Cam, and Undercover: Caught on Tape, creating a natural synergy between true crime-focused TV audiences and his bingeable non-fiction.
The sponsorship, handled by Havas Play, supports wider campaign activity from Arena Media to bring the Patterson brand to life throughout the year, including high-impact creative across major UK transport hubs and buses to capture commuters’ attention, podcast sponsorship to engage audiobook fans, and further TV advertising to reach entertainment seekers.
Sophie Shaw, head of marketing & 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 H2 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.”
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.”
Srishti Chhabria, Gunpowder House, said: “It’s been an incredible opportunity for Gunpowder House to be part of the creation of such a pioneering and well-aligned campaign. We’re honoured to have played a role in bringing this powerful partnership to life – a true meeting of page and screen, and a bold step forward for how stories are told and experienced.”
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About Havas Play UK
We are Havas Play UK. We empower brands to authentically engage in culture through integrated campaigns that combine sponsorships, partnerships, talent & influencer collaborations, social media, experiential marketing and branded content.
Led by CEO Nick Wright, we are an integrated brand engagement agency that support brands in the sports, gaming, and entertainment sectors, leveraging culture to drive brand growth. Our clients include Adobe, BBC, Disney, Bethesda, Aston Martin F1, Domino’s, EE, Women’s Rugby World Cup, Major League Baseball and The FA.
Recognised five times in six years as one of Campaign’s Best Places to Work and as Sport Business Agency of the Year, our work has earned accolades at The Campaign Experience & Tech Awards, Creative Circle, Clio Sport, Sport Business, Digiday and UK Sponsorship Awards. We operate globally with 19 offices worldwide.
About Penguin Random House UK:
Penguin Random House UK exists to connect the world with the stories, writing and ideas that matter. It is part of Penguin Random House, the world’s largest trade book publisher, which was formed on 1 July 2013, and is owned by Bertelsmann. With nearly 250 independent imprints and brands on five continents, Penguin Random House comprises adult and children’s fiction and non-fiction print and digital trade book publishing businesses in more than 20 countries worldwide, including the US, UK, Canada, Australia, New Zealand, China, India, South Africa, Spain, Mexico, Argentina, Colombia, Chile, Peru, Portugal and Uruguay. With over 15,000 new titles, and close to 800 million print, audio and eBooks sold annually, Penguin Random House’s publishing lists include more than 60 Nobel Prize laureates and hundreds of the world’s most widely read authors.
About Gunpowder House:
Gunpowder House is a full-service video production company born from the passion of directors and producers who have set out to leave their creative mark on the world. With a director’s eye at the heart of every project, Gunpowder House creates compelling, story-driven content bringing cinematic quality to all levels of production. Known for meticulous organisation and seamless collaboration, Gunpowder House specialises in commercial and corporate content, and has delivered compelling visual work for high-profile clients including Penguin Random House, Campari Group, and Trinity House.
