Audi becomes the first ever Innovation Partner of Sky Sports

Today, Audi, a leader in premium electric vehicles, announces that the brand has partnered with Sky Sports to become its first ever innovation partner.

The partnership, planned and brokered between Omnicom Media Group’s PHD and Sky Media, aligns two like-minded partners who strive to be at the forefront of progression, through technology.

As part of this media-first 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 pioneering, high octane, 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.

Tony Moore, Head of Marketing, Audi UK, said “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.”

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

Electronic Arts scores three-year deal as sponsor of Sky Sports Premier League coverage

EA SPORTS, Lead Partner of the Premier League, to feature prominently across live Sky Sports coverage of top-flight football and the broadcaster’s digital touchpoints as part of sponsorship brokered by mSix&Partners.

Electronic Arts (EA) and Sky Media today announced a sponsorship agreement that sees the video game company sponsor Sky Sports’ Premier League coverage from the start of the 2022/23 season until the end of the 2024/25 season. The three-year, multi-platform deal was brokered between Sky Media and global media network mSix&Partners.

EA SPORTS FIFA – the world’s largest sports video game franchise – will appear right before and after each of the exclusive 128 Premier League matches per season broadcast live on Sky Sports, on non-live Premier League programming on the dedicated Sky Sports Premier League channel including On Demand, and across digital touchpoints including Skysports.com, the Sky Sports App and Sky Sports social channels.

From August 5th 2022, fans tuning in to watch the likes of Jack Grealish, Virgil Van Dijk, Son Heung-min and Kai Havertz will be treated to unique creatives as part of their pre- and post-game viewing experience. EA SPORTS will draw parallels between real-life and game-play footage from the iconic FIFA series which will be echoed across digital in the form of premium display and video campaigns on the Sky Sports website and sponsorship of Premier League content on Sky Sports’ Facebook, Twitter and Instagram social channels.

James Salmon, EA SPORTS FIFA Marketing Director, said:
“This is a momentous sponsorship for EA SPORTS that signifies our long term commitment to delivering authentic experiences for football fans globally. We’re hugely excited to be part of the Premier League experience on Sky Sports with bespoke content that blurs the lines between the virtual and real world of football.”

Brett Aumuller, Managing Director at Sky Media said:
“We’re absolutely thrilled to announce EA SPORTS joining our stellar line-up of sponsors for the Premier League. EA becomes the first official Premier League partner to sponsor our Sky Sports coverage, as well as first to include social media rights. This innovative partnership will come to life across multiple platforms and capture the excitement and scale only the Premier League can deliver.”

Abby Stanworth, Head of Partnerships at mSix&Partners said:
“EA SPORTS and Sky Sports are a perfect match, and we are delighted to have worked with them to bring one of the biggest and most iconic media sponsorships to life. EA is one of the embedded accounts we have at mSix&Partners and this announcement is an exciting example of what close collaboration can achieve. The Premier League is one of the most-watched sports leagues in the world and we can’t wait to see EA SPORTS and Sky Sports deliver truly original, relevant, and engaging content for its fans over the coming years.”