Audi Announces Renewal as Official Innovation Partner for Sky Sports

Audi and Sky Media have created two new golfing innovations, providing insight into golf techniques of the professionals to help viewers improve their own performance.  

Part of Audi’s renewal as the Official Innovation Partner for Sky Sports – a deal brokered between Sky Media and Omnicom Media Group’s PHD – the continued partnership swings back into action from the 23rd of February and runs until October 2023. 

The two new innovations, ‘Force Plates’ and ‘Zen Eye’, will be showcased as part of PGA Tour coverage in the ‘Audi Performance Zone’ part of the Sky Sports Golf studio, with the aim of showing casual viewers how to improve their own game: 

• ‘Force Plates’ will measure the force that a golfer uses to create their unique swing. Through the analysis of weight transfer and ground force, the analytics will demonstrate club head speed, ball strike and power of the swing.  
• ‘Zen Eye’ will bring the art of putting to life by showing audiences the perfect pace and line for any type of putt with a display on the green.  

The campaign will air on Linear TV, Sky Sports’ On Demand and Sky Go as well as YouTube and Sky’s social channels.

Audi is also co-sponsoring the PGA Tour coverage, which will see the creation of unique idents produced by Sky Media Commercial Productions.  

The innovations will be integrated into the programming as two- to three-minute editorial pieces and will form part of a 20” TV commercial to promote the partnership.

Starting in April, the innovations will also be available on SkySports.com and through Sky’s On Demand collection, accessed via voice search, where viewers can review the tips and tricks, at their leisure, to perfect their swing.  

Later in 2023, there will be two additional co-branded social content pieces produced, further bringing the innovations to life for sports fans. 

The 20” TVC and PGA Tour sponsorship idents feature voiceovers from Sky Sports’ commentator Iona Stephen. Additional Sky Sports talent will be used within the ‘Audi Performance Zone’ and across the tournament coverage. 

Tony Moore, head of marketing, Audi UK said, "Audi has established a reputation for redefining premium mobility through progressive technology, and partnering with Sky Sports is a natural fit for the Audi brand as we look to our partners to emulate our values. We’re excited to be launching our second year as Sky Sports' Official Innovation Partner and to see the response from golf fans to the new ‘Force Plates’ and ‘Zen Eye’ innovations featured in the ‘Audi Performance Zone’.”  

Sarah Jones, director of planning at Sky Media said, “We’re immensely proud to have Audi as the Official Innovation Partner of Sky Sports for the second year. Audi’s use of progressive technology and innovation to redefine the future of premium mobility aligns perfectly with Sky Sports' own approach to delivering an unparalleled viewing experience for sports fans.

After the success of last year’s Power Meter, this year our innovation will get golf enthusiasts closer to the green. We’re delighted to be working together to develop new, ground-breaking technology to enrich fans’ viewing experience of the sports they love.” 

Tom Rovery, partnerships account director at PHD commented, “As the first-ever Official Innovation Partner of Sky Sports, the innovations developed through this collaboration are designed to enhance the enjoyment of live sports coverage, providing a relevant, immersive and attention-grabbing way to engage with fans by bringing Audi’s innovation stories to life in a sports context. The renewal of the partnership marks an important milestone for Audi and Sky Sports in further establishing their commitment to driving progress through technology.” 

The partnership renewal and golf tech development comes off the back of a successful campaign in 2022 when Audi’s 'Vorsprung durch Technik' fuelled Sky Sports’ most innovative Cricket format, The Hundred, with the Power Meter. The involvement of an Electric Audi, alongside top talent from football and cricket, connected Audi with Sky Sports’ huge audience and increased perceptions of Audi as an innovative brand.