Media Brand Strategy

Audi inks tech sponsorship deal with Sky Sports

By John Glenday | Reporter

August 5, 2022 | 3 min read

Audi and Sky Sports have forged a first-of-its-kind partnership to combine their respective strengths in technology and innovation.

As the official innovation partner of Sky Sports, Audi will sponsor the Power Meter, an on-screen graphic that evaluates the quality of a kick upon impact using algorithms.

Previously introduced as the Strike Meter at the 150th Open Championship in St Andrews, the innovation will now be introduced to cricket, furnishing viewers with a wealth of technical data to scientifically assess the performance of players in real-time.

Sky Sports

Audi drives technological innovation at Sky Sports as an official innovation partner

Tony Moore, head of marketing at Audi UK, said: “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.”

The sponsorship package was agreed with the support of Omnicom Media Group’s PHD and Sky Media.

Tom Rovery, partnerships account director at PHD, 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 that have technology and innovation at their core.”

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Audi’s activity extends to a bespoke TV creative celebrating its partnership with Sky Sports, as well as co-branded social content running through the remainder of 2022.

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