Audi becomes Sky Sports’ innovation partner

Automotive manufacturer Audi has partnered with Sky Sports to become the broadcaster’s first ever innovation partner.

As part of the 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 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.

“I am extremely excited about our new partnership with Sky Sports, the home of training,” declared Tony Moore, Head of Marketing, 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.

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

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

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