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Audi becomes Sky Sports’ first ever innovation partner

The partnership aligns the two brands that both strive to be at the forefront of progression, through technology

Georgie Moreton

Assistant Editor, BITE


Sky Sports has announced a brand new partnership with Audi that will see the car maker become its first ever innovation partner. 

This partnership will see Audi become sponsor of the Power Meter, a Sky Sports ‘hero’ innovation, that will be featured in the second season of The Hundred, the innovative cricket tournament.

There will also be a creation of a bespoke TV creative celebrating the alignment of Audi, Sky Sports, and Innovation and co-branded social content that will run through the remainder of 2022.

The partnership has been planned and brokered between Omnicom Media Group’s PHD and Sky Media. The two brands both share values and strive to be at the forefront of progression, through technology.

“We pride ourselves in 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.” explained Steve Smith, Executive Director, Content at Sky Sports.

“I am extremely excited about our new partnership with Sky Sports, the home of sport. 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.” added Tony Moore, Head of Marketing, Audi UK.

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