The broadcaster has approached shops as it considers making changes to its customer packages for Sky Sports.
It currently works with Adam & Eve/DDB, Brothers and Sisters, FCB Inferno and WCRS.
Sky is facing increasing competition from BT Sport, with which it shares coverage of the Premier League football competition.
The current season is the first in which Premier League matches have been shown on a Friday evening. Ahead of the start of the 2016/17 season, Gary Hughes, head of football at Sky Sports, said that it would be "our biggest ever".
The latest Sky Sports ad was created by Brothers and Sisters and broke in July last year. It featured David Beckham promoting Sky’s Premier League coverage.
The broadcaster charges TV customers £49.50 a month for the Sky Sports bundle, which includes the standard package.
Last month, Sky announced plans to offer its Sky Q service without the need for a satellite dish in 2018.
Sky declined to comment.