German car manufacturer Audi has partnered up with Sky Sports to become the media company’s ‘first ever’ innovation partner.
The tech collaboration will see Audi sponsor Sky Sport’s Power Meter, an analytical on-screen innovation that evaluates the flight of a cricket ball.
The news comes weeks after Sky Sports launched an omnichannel marketing campaign to promote the start of its 2022-23 football coverage.
Planned by Omnicom Media Group’s PHD and Sky Media, the broadcaster’s technology is set to feature in the second season of The Hundred – cricket’s ‘pioneering’ and ‘high octane’ 100-ball format.
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“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,” Sky Sports executive director of content, Steve Smith said.
The partnership will also include TV advertisement activation to promote the alignment of Audi and Sky Sports, as well as co-branded social content that will run for the rest of the year.
Audi UK head of marketing Tony Moore added: “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.”
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