Audi drives progression with Sky Sports as first innovation partner

The partnership involves Audi sponsoring Sky’s Power Meter and co-branded social content to run through 2022.

Vehicle manufacturing giant Audi has become Sky Sports’ first official innovation partner.

The media-first partnership brokered between Omnicron Media Group’s PHD and Sky Media, means Audi will sponsor the Power Meter, a Sky Sports on-screen ‘hero’ innovation which will be featured in the second season of high octane cricket format The Hundred.

Launched last week, the collaboration will also be lauded in bespoke TV creative, while co-branded content centred on innovation will run on social channels during the rest of 2022. 

The forefront of technology innovation

The partnership highlights the ambition of both brands to be at the forefront of technology-led progression, said Tony Moore, Head of Marketing at Audi UK.

“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. 

Steve Smith, Executive Director, Content at Sky Sports, said: “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.”

Tom Rovery, Partnerships Account Director at PHD, added: “This deal with Sky Sports is just that – bringing together two brands which have technology and innovation at their core.”