Audi becomes Sky Sports’ official innovation partner

Audi has partnered with Sky Sports to become its first ever innovation partner. The partnership has been planned and brokered between Omnicom Media Group’s PHD and Sky Media. As part of this media-first relationship, Audi will sponsor the Power Meter, a Sky Sports ‘hero’ innovation, that will be featured in the second season of The Hundred - cricket’s 100 ball format.

Other key elements include the creation of a TV creative celebrating the alignment of Audi, Sky Sports, and Innovation and co-branded social content that will run through the remainder of 2022.

Tony Moore, Head of Marketing, Audi UK, commented:  “Live sport is at the forefront of constant innovation which closely aligns with Audi’s drive to redefine the future of premium mobility, through progressive technology.” 

Sky Sports' Steve Smith, Executive Director, Content, said: “We pride ourselves on innovating on screen to create experiences that our customers love. This is the first partnership of its kind for us, and we couldn’t ask for a better brand to collaborate with.”

And on behalf of PHD, Tom Rovery, Partnerships Account Director said:  “For a unique brand like Audi we wanted to put together a unique partnership. This deal with Sky Sports is just that – bringing together two brands which have technology and innovation at their core.”