Cancer Research UK and Sky Media join forces to bring new ‘Power of Pledges’ campaign to life highlighting the transformative impact of Gifts in Wills.

World’s leading cancer charity teams up with Sky Arts and Channel 5 to share inspiring stories of resilience and progress.

Sky Media, the advertising sales arm of Sky, has joined forces with Cancer Research UK to launch a compelling campaign showcasing the transformative power of legacy gifts. The ‘Power of Pledges’ campaign will debut on World Cancer Day (4th February), using real-life stories to highlight how gifts in Wills contribute to ground breaking advancements in cancer research and treatment.

Gifts in Wills have played a vital role in helping to double cancer survival in the UK over the past 50 years. This campaign brings the impact of those donations to life by featuring inspiring stories of resilience, creativity, and innovation from cancer survivors, researchers, and artists. Actor Stephen Mangan, who has a personal connection to cancer, after losing both parents to the disease, narrates the campaign.

The campaign features four creative threads, broadcast across Channel 5 and Sky Arts from the 4th of February until the end of March. These short films highlight individuals whose lives have been shaped by cancer and explore the life changing work of Cancer Research UK.

• On Channel 5, the 60” and 20” films join Dr. Jamie Dean and Professor Maria Hawkins who share advancements in radiotherapy being helped by gifts in Wills and highlight real stories of those who have benefitted from research developments 
• On Sky Arts, the 90” creatives focus on artists like Carole Ellis, who channels her cancer journey to evolve her artistic work to ‘uplift, brighten their days and give hope’, and Helen Anahita Wilson, a musician whose experience with cancer has shaped her artistic expression, using plants to create music that improves the experience of those going through treatment.

Karin Seymour, Director of Client and Marketing at Sky Media, commented: “Every two minutes, someone in the UK is diagnosed with cancer, a life-altering moment that also deeply affects their families and friends. By sharing these powerful stories of progress and creativity with audiences nationwide, we aim to inspire more legacy donations that help save lives and create meaningful change.”

Clare Moore, Director of Product & Portfolio at Cancer Research UK, added: “Thanks to our supporters, our work has helped double cancer survival in the UK in the last fifty years. But with nearly one in two of us diagnosed with cancer in our lifetime, we must go further and faster**. That’s why we’re shining a light on pledging a gift in your Will, because of the life-saving impact it could have for future generations. Gifts in Wills fund a third of Cancer Research UK’s vital work, enabling us to invest in pioneering trials and long-term research projects that could find new ways to outsmart cancer and make a huge difference to thousands of families across the UK. When someone writes Cancer Research UK into their Will, they’re helping to create a future that could protect the ones they love and we take that responsibility very seriously. So, we hope that people will take steps to find out more about gifts in Wills.”

The short films produced by Recipe, will be placed in contextually aligned content across both channels including medical-themed shows such as Ambulance: Code Red, Critical Condition, and GP’s Behind Closed Doors. These programmes bring the intersection of medicine and science to life through powerful human stories, resonating deeply with the target audience – viewers aged 55+. This campaign harnesses insights that people are more likely to support a charity after hearing directly from someone affected by cancer, making these placements important in getting people to consider leaving a gift in their Will.

A survey commissioned by Cancer Research UK found that 1 in 6 UK adults (17%) are unaware that they can gift money or items to charities in their Will. However, 32% of respondents with a Will say they do include a gift to charity and 30% of people who are aware they can leave a gift to charity, would consider doing so in future. 

Managed by EssenceMediacom and Sky Media, these stories will run across TV, social and video-on-demand (VOD). The longer-form creatives will air on channels including Sky News and Sky Nature.

Nicholas Goodeve-Docker, Senior Associate Director at EssenceMediacom said: “At EssenceMediacom, we’re committed to using innovative media strategies to help our clients reach new and engaged audiences. Through media buying across Channel 5, Sky Arts, and digital platforms, we are excited to have helped facilitate this partnership between Cancer Research UK and Sky to maximise the impact of these powerful personal stories. By driving awareness, engagement, and ultimately greater support for life-saving research, this campaign also highlights the vital role of leaving a gift in a will to CRUK—helping to fund future breakthroughs and leave a lasting legacy in cancer research.”

Katie Weymouth, Senior Account Manager at Recipe said: “This has been a unique experience. Collaborating with Cancer Research UK, people​ who’ve been through cancer treatment and the researchers fighting for better treatments, has been really moving. I​t’s been a project full of authenticity and heart and partnering with the powerhouses that are Sky, Channel 5 and Essence​Mediacom, we’ve hopefully raised awareness and demonstrated the power of leaving a lasting legacy. T​his has been an insightful journey from so many perspectives and one I hope the audience will connect ​with on a deeper level​.”

Christa Thompson, UK & International Group Director, Paramount Advertising International said: “This creative collaboration provides CRUK with a national public service platform to showcase their important work in a way that will really resonate with Channel 5’s viewers.”

Sky Media unveils bold new brand positioning alongside innovations at industry upfronts

Sky Media, the advertising partnerships arm of Sky, brought the media industry together last week at the Tate Modern in London for its Sky Media Connects showcase. Over 350 media agency executives attended the high-energy event, which unveiled Sky Media’s new brand positioning: Connections Mean Everything, alongside a suite of exciting products and partnerships.

Sky Media Managing Director, Brett Aumuller, hosted the event, emphasising Sky Media’s ability to build meaningful connections in four core areas – Customers, Culture, Partners, and Innovation. Highlights included appearances from notable sports figures Micah Richards, Laura Robson, and David Flatman, Sky’s unique customer insights from Sky News’ Sarah-Jane Mee, and a fireside chat between presenter Dan Walker and Paramount Chief Content Officer Ben Frow on the evolution of Channel 5.

The event opened with a compelling performance from award-winning poet Sophia Thakur and went on to feature major announcements including;

• Sky Media IQ and Project Norman – new insight tools using Sky’s industry-leading data and campaign measurement capabilities to deliver smarter, more effective advertising.

• Expanded advertising opportunities in women’s sport, a collaboration with Hearst UK, a new sports marketplace and sponsorship options tied to the new Premier League deal.

• Advances in streaming and programmatic, including the expansion of FAST channels to VIDAA, biddable inventory on The Trade Desk, and the roll-out of voice-activated ads.

Brett Aumuller, Managing Director of Sky Media, commented “Over the last 9 months we’ve been on a journey to build out the ‘Connections Mean Everything’ brand position which captures what we uniquely bring to market. Each word in our brand position is equally important, it’s about creating the right connections with audiences, in a meaningful way for clients and bringing together everything across our ecosystem which to deliver scale, creativity and better outcomes for brands.”

With Sky Media continuing to lead on innovation and creativity, the latest showcase set a bold vision for how advertisers can unlock new opportunities and deliver impactful campaigns. Major announcements were made aligning to each key pillar of the brand positioning:

Connected to Customers

• Sky Media IQ: A sophisticated tool that delivers deduplicated multi-platform outcomes measurement, Sky Media IQ integrates web visit lift, conversion metrics, and other performance indicators into one streamlined dashboard. This allows advertisers to assess the holistic impact of their campaigns across Linear TV, video on demand (VoD), and digital platforms, offering unrivalled transparency and accountability.

• Project Norman: Powered by insights from over 2,000 campaigns spanning 10 years, this AI-driven dataset allows advertisers to benchmark performance, optimise targeting, and strategically allocate media budgets. Norman focuses on metrics like brand lift and sales conversions, empowering advertisers to plan campaigns informed by real-world results.

Connected to Culture

• Premier League sponsorship opportunities: Sky Media invited agencies and brands to access its expanded Premier League coverage, offering exclusive sponsorship opportunities to partner with the UK’s most-watched sports event across Sky Sports and TNT Sports.
• Sports Marketplace: A simplified way for advertisers to access Sky Media’s live sports inventory. Sports Marketplace introduces impression-based packs, available both programmatically and directly, to help brands of all sizes connect with live sports audiences.

Connected to Partners

• Hearst UK partnership: As the market leader in broadcasting women’s sports, Sky Media announced a new partnership with leading publisher, Hearst UK, to enhance the visibility and impact of women’s sport across the UK. Launching in 2025, this collaboration will offer advertisers the opportunity to tap into the rapidly growing women’s sports sector and connect with a new generation of fans. Research reveals that these fans are eager for more non-live sports content and want to see female athletes recognised as icons. This partnership will tap in to sporting moments throughout the year connecting them with audiences’ passions for fashion, beauty, and health, with athletes at the forefront.

Connected to Innovation

• FAST channel expansion: Following a successful rollout across Samsung TV Plus and Sky’s platform, Sky’s suite of FAST channels will be available on VIDAA, expanding its reach across Hisense and Toshiba devices.
• Paramount+ and streamers package: Sky’s new solution aggregates reach across major SVOD platforms, providing seamless access to millions of younger viewers – an audience that increasingly prefers streaming over traditional viewing.

• Biddable inventory with The Trade Desk: Advertisers can now programmatically purchase premium VoD inventory, including live sports, through private marketplace auctions. This ensures greater flexibility and accessibility for brands looking to deliver against performance goals.

• Voice-activated ads: Sky unveiled interactive ads that enable viewers to use voice commands to explore branded content directly from their TV screens. Initial tests showed significant uplifts in ad recall and engagement metrics, reinforcing the potential of voice technology in advertising.

Sky Sports ‘MO’bilises Top Talent to Champion Men’s Health Awareness with Movember

Sky Media, the advertising sales arm of Sky, has announced an exciting new partnership with Sky Sports and global men’s health charity Movember known for its ground-breaking work.

In collaboration with the agency Bicycle, the content-led campaign aims to leverage Sky Sports’ top talent to drive awareness, sign-ups, and donations for Movember, while also showing that you don’t need to ‘grow a mo’ to join in. There are countless ways for women and anyone else to show support and get involved, from moving 60km in the month, hosting an event or taking on an epic challenge.

Featuring popular Sky Sports presenters Simon Thomas, Pete Graves, Clinton Morrison, and Hayley McQueen the campaign will include four bespoke 30-second TV commercials which will air across Sky Sports platforms. The campaign will also incorporate digital and social content including exclusive interviews with presenters who are growing moustaches to personally champion the cause.

Movember’s 2024 campaign with Sky Sports is strategically designed to engage new and existing audiences, reigniting excitement and increasing participation and will even see co-branded ‘Sky Sports Presents’ idents as part of the creative playout.

“Our partnership with Movember goes beyond the typical campaign; we’re using our platform to engage millions of viewers in meaningful conversations about men’s health,” said Karin Seymour, Director of Client & Marketing. “With top Sky Sports presenting talent like Simon Thomas and Pete Graves leading by example, we aim to spark action across the UK, motivating people to grow, donate, and make a lasting impact.”

Throughout Movember, Soccer Saturday and Sky Sports fans will be able to monitor the progress of the moustache growing in action as Simon Thomas and Pete Graves, both take part in the Movember challenge.

The campaign will be visible across various Sky platforms, including Video on Demand (VOD), SFVOD, digital editorial, social and linear TV channels, ensuring widespread reach and engagement.

Anne-Cecile Berthier, Country Director UK & Europe at Movember, said: “We are excited to work with Sky Media to bring millions of eyes to Movember, helping to raise funds and awareness to change the face of men’s health.

“As a charity, we work tirelessly to deliver innovative, breakthrough research and support programmes that enable men to live happier, healthier and longer lives. And we couldn’t do it without our global community of supporters. So, whether you’re growing a Mo, taking on an epic challenge or hosting an event, we’re encouraging everyone to get involved this Movember.”

Since its inception in 2003, Movember has grown into a global movement, funding more than 1,300 men’s health projects around the world. The charity is dedicated to addressing four critical areas of men’s health: mental health, suicide prevention, prostate cancer, and testicular cancer. Sky Sports’ campaign aims to remind audiences of the tangible impact their involvement can make.

bp pulse and Sky Go Partner to Enhance the EV Charging Experience

bp pulse, one of the UK’s largest EV charging networks, is teaming up with Sky Go, the leading streaming service for Sky customers, to enhance the electric vehicle charging experience.

In a commercial first using Sky Go, brought to life by Sky Media and Mindshare, the campaign highlights the ease of access to the bp pulse network and Sky’s extensive on-demand content to help transform charging downtime into entertainment.
The campaign, set to start on 9th October, features a 30-second TV commercial (TVC) showcasing how bp pulse and Sky Go work together to enhance the EV charging experience. The creative hook leans on a modern twist to the classic drive-in experience, offering both convenience and premium entertainment for bp pulse & Sky customers. Freedom of electric driving meets the world of on-the-go entertainment.

The campaign execution cleverly leverages Sky Media’s AdSmart and digital targeting capabilities, to deliver geo-location messaging to reach a custom-built audience segmentation based on bp pulse charging locations.
The partnership will extend to social media, where bp pulse will provide curated entertainment recommendations spanning across an array of genres which can be enjoyed by the whole family. These clip compilations will include bp pulse pre-roll bumpers, as well as a bp pulse watermark present throughout to keep the brand top-of-mind for customers as they enjoy Sky Go content.
Elen Macaskill, Chief Customer Officer at bp pulse. “Through this partnership, we’re redefining what it means to charge your EV. Not only are we providing a convenient and fast EV charging network, but we’re also offering entertainment to pass the time, keeping our customers engaged and entertained while they power up,”

Sam Wood, Client Director at Mindshare Invention – “With hero creative that champions both the bp pulse brand and their effective EV charging network, and a supporting contextually-targeted social campaign – together bp pulse, Sky Go and Mindshare have created an engaging multi-channel partnership that will entertain viewers and highlight the benefits of out of home charging on-the-go.”

Karin Seymour, Director of Client and Marketing at Sky Media “Our collaboration with bp pulse offers a perfect partnership of relevance and entertainment – we’re combining our market-leading targeting capability to deliver an engaging and relevant message to the growing number of EV households.”

Pioneering Skincare brand UpCircle launches First TV Campaign through Sky’s Footprint Fund!

Sky Media, the advertising arm of Sky, has announced that UpCircle, the pioneering UK-based sustainable skincare brand, is to launch its first-ever TV campaign. This milestone follows UpCircle winning £250,000 of media as part of the 2023 Sky Zero Footprint Fund, a £2 million initiative amplifying brands that are making a positive impact on the planet.

The win has provided UpCircle an incredible opportunity to showcase its innovative approach to beauty, which centres on repurposing by-products from other industries, such as coffee grounds and fruit stones, into high-quality skincare products. This approach not only reduces waste but also challenges the conventional beauty industry to rethink its practices.

Sarah Jones, Director of Planning at Sky Media, added: “The Sky Zero Footprint Fund recognises businesses that are actively working to reduce their carbon footprint and inspire others to do the same. UpCircle Beauty’s commitment to sustainability, circular economy principles, and ethical production was a perfect match for the fund’s mission.”

The creative tells the story of two of UpCircle’s best-sellers, made with their most famous upcycled ingredient, coffee. The unique journey of the product is shown entirely in reverse – starting with application to skin, then the process of it being manufactured, then the coffee being collected and finally the cup of coffee being made. UpCircle is a brand with authenticity at its core, so casting a genuine customer as lead talent cements the brands ethos. The ad also features members of their own team for true authenticity, collecting coffee from a coffee shop where they do collect granules for their products. UpCircle’s creative was crafted and produced in partnership with Toast and follows best practice advice and recommendations from the Advertising Association’s AdGreen programme.

Anna Brightman, Co-Founder at UpCircle, said: “There is no beauty brand doing more than we are, and there are few industries as wasteful as ours. The authenticity and sincerity of this campaign is true to our brand, one thing Sky were big fans of. We wanted to immediately engage with our audience, how do we do that? By using one of our very own customers as our lead talent! We’ve been patiently waiting for the right time to air our ad and at long last that time has come. We are so excited to share it with the world and to see it on screens during peak season. We are very grateful that Sky has recognised us as a changemaker and offered us this opportunity to have an immense positive impact. This means so much to every one of us at UpCircle.”
The campaign will air across Sky Media channels from the 15th of September, using Sky’s data to target relevant audiences, channels and content to optimise web visits, sign-up and purchases.

Think your organisation could be a winner in the Footprint Fund 2024? Click here to register your interest in hearing more about Footprint Fund 2024 ahead of the launch.

Hurtigruten Expeditions renews partnership with Sky Nature!

HX (Hurtigruten Expeditions), the world’s leading expedition cruise company, announced it has renewed its broadcast sponsorship of the Sky Nature channel for 2024, following a successful partnership in 2022. The partnership will help to continue driving awareness for the protection and conservation work of HX in the places it travels.

Sky Nature is home to over 500 episodes of incredible shows, including Shark with Steve Backshall, Wild Animal Babies hosted by Patrick Aryee and exclusive David Attenborough’s Shows, and works to highlight the importance of protecting the natural world around us. Similarly aligned to these values, HX is committed to bringing adventurers and explorers closer to the natural world through sustainable and knowledge-enhancing expedition cruises – all guided with science and sustainability at its core. These expeditions are focused on leaving a positive impact and footprint to be proud of in all destinations, ensuring the protection of the wildlife and communities visited.

Suzanne Hall, European Marketing Director at HX said, “The partnership between HX and Sky Nature has already proved a great success and saw us reach 20% of adults with our campaign, with an uplift to 23% of those over the age of 55 – a core audience for us. We have strong synergies when it comes to our sustainability ambitions, and both us and Sky Nature remain dedicated to protecting the wonder of the natural world around us. At HX, we continue to strive to lead the way when it comes to sustainability. We were the first cruise line to remove single-use plastic from operations, and our hybrid-battery ships are helping us to reduce carbon emissions. We’re looking forward to working again with Sky Nature this year and inspiring more people to engage with the natural world in a meaningful way.”

Karin Seymour, Director of Client and Marketing at Sky Media commented, “HX’s decision to return showcases the continuing power of TV to build brand fame and reach premium audiences. With Sky Nature’s world-class content together with HX and Sky’s commitment to sustainability, this collaboration will put the new HX brand on the map and engage viewers who are passionate about the natural world”.

To learn more about HX’s pioneering expedition travel and its sustainability projects, please visit travelHX.com.

Tiny Pop Channel returns!

Narrative Entertainment’s pre-school channel, Tiny Pop, is available once again on linear playout on Sky, complementing Pop (aimed 5-8) and Pop max (8-11).

MD, Paul Dunthorne said “a big part of our success is our willingness to try new things and make audience led decisions quickly. We learn and act fast. And as we approach Autumn, it’s clear that we’ll better serve our audiences by increasing Tiny Pop’s distribution on linear.”

The channel returns in time for the ‘back-to-school’ season, the period when school summer holidays end, and where we see more structured viewing patterns. It will feature popular shows from well-known kids’ programs such as Hello Kitty: Super Style, Masha and the Bear and Cookie Monster’s Foodie Truck.

Tiny POP can be found on Sky 618 and Sky Glass 214, and Tiny Pop+ 1 is on 629. And also on Freeview Channel 208.

Barclays and Channel 5 partner to champion better money management across the UK with Nick Knowles

A bespoke series of adverts, set to educate viewers on how to achieve their money goals, are part of Barclays’ ongoing Make Money Work for You campaign.

Sky Media, the advertising arm of Sky, consumer bank Barclays UK and Channel 5, announce a brand new and exclusive TV and social media partnership to encourage conversations about money management, featuring broadcaster’s much-loved presenter Nick Knowles.

The light-hearted and educational six-part series launches tonight on Channel 5 during Bank Scams: Don’t Get Caught Out at 19:00 and during New: Fresh vs. Frozen: Which is Better at 20:00. It aims to educate viewers on how to deal with financial challenges using Barclays’ products and services to help make money work for them.

The 15” and 30” spots, linked here, see Nick Knowles in his home, seeking guidance from Barclays Customer Care Specialist, Janet Hoggart, about relatable money matters including where to begin with investing and how to avoid falling victim to purchase scams.
The partnership will run across Channel 5 and My5 until January 2025, airing throughout contextually relevant shows based on money matters, decision making and those that feature Nick Knowles. Off air, the creative will run as a paid social campaign to engage audiences on Channel 5’s Facebook, Instagram and YouTube platforms.
The unique partnership forms a key part of Barclays marketing strategy to help strengthen viewers’ confidence in managing their finances.

Inderjit Bassi, CMO at Barclays said: “Now more than ever before, we know that money matters can be complex and intimidating to many. At Barclays, we want people to feel empowered to achieve their money goals, whether they are customers or not and so, we’re proud to launch this new partnership with Channel 5 to further cement our role in helping people make money work for them.’

Karin Seymour, Director of Client and Marketing at Sky Media said: “Building financial literacy is more important than ever as many up and down the country struggle with their finances. This timely and accessible series helps Barclays connect with audiences to grow knowledge and understanding.”

Scott Taylor, Group Account Director, Paramount Advertising International Markets said: “This bespoke collaboration with Barclays featuring Channel 5’s Nick Knowles brings the bank’s wider campaign to life in an engaging and entertaining way for the channel’s broad audience across linear, streaming and social. It’s a great example of how we can leverage our brands and talent to enhance brand partnerships.”

Tayto hits the bullseye with sponsorship of darts on Sky Sports

Tayto Group, category leaders in Pork Snacks are launching their biggest ever campaign for pork scratchings – sponsoring coverage of darts on Sky Sports.

The exciting new deal was created in partnership by Sky Media, the advertising arm of Sky and integrated marketing agency, Bray Leino. The campaign sees the first ever TV campaign for Tayto’s pork snacks range.

This perfect pairing of pork scratchings and darts kicks off on July 13th with the World Matchplay tournament in Blackpool and continues all the way through to January 3rd culminating in the epic finale of the World Darts Championship at Alexandra Palace.

Running across four major tournaments, this heavyweight campaign will be viewed by 6 million people delivering almost 300 million views. The ad creative features the commentary style and jargon unique to darts, which is certain to hit the spot with darts and scratchings fans alike.

In its first ever TV campaign for pork snacks, Tayto will shine a spotlight on their top-flight pork snacks – the No.1 selling Mr. Porky Original Scratchings, the unique Mr. Porky Crispy Strips, and Midland Snacks’ traditional Hand Cooked Pork Scratchings.

“We’re incredibly excited to be partnering with Sky Sports on this landmark TV sponsorship,” comments Tayto’s Marketing Director Matt Smith. “Darts and pork scratchings are the perfect partnership. Helped by the ‘Luke Littler effect’, darts is on a roll, as are pork snacks as the fastest growing segment in Savoury Snacks.”

Andy Benningfield, Head of Broadcast at Bray Leino, says: “In life, there are some perfect doubles. Lennon and McCartney, strawberries and cream, tea and biscuits, and now, pork snacks and Darts on Sky Sports. The partnership between Tayto Group’s pork snacks and Sky Media really is tops and we’re delighted to play matchmaker. We’re sure that viewers of the darts will agree Tayto Group has hit a nine darter with this campaign.”

Through this campaign, as category leaders, Tayto aims to drive further awareness and growth of both Mr. Porky and Midland Snacks – reminding the nation that there really is no matching a scratching.

About Tayto Group:
Tayto Group is Britain’s largest family-owned snack manufacturer with five manufacturing sites across the UK generating sales of £280m. With a portfolio of well-loved brands including Golden Wonder, Tayto, REAL and Mr Porky, Tayto is also the UK’s leading supplier of retailer-branded snacks.

Sky Sports Golf and adidas strike new six figure deal

adidas becomes the official apparel partner for Sky Sports Golf Coverage

The multi-year partnership, which was brokered directly by Sky Media, spans product placement, media and licensing.

Today, adidas becomes the official apparel partner for Sky Sports Golf, marking an exciting new chapter in the world of golf. The partnership will be launched during The 152nd Open at Royal Troon, where adidas apparel will be worn by all Sky Sports talent during live coverage of the championship. The collaboration of two influential brands also includes media spend to promote the partnership via contextual placement across linear and digital platforms.

The partnership announcement will launch during the week of The Open, across both linear and digital platforms with co-branded 30” spots within build up and live coverage, plus a Sky Sports HPTO on the opening day of the tournament along with digital display and video throughout the week across skysports.com.

As part of the deal, adidas will supply apparel, footwear and accessories which will be worn by Sky Sports Golf presenters, commentators and crew during live broadcasts and at all Sky Sports’ event. On top of this, the partnership also paved the way for a competition which offered viewers the chance to win a ‘money can’t buy’ experience at the AIG Women’s Open with Sky VIP.

The two brands come together as leaders within the sports industry who have a shared ambition to elevate the golf experience for fans and athletes alike. Both Sky Sports and adidas are committed to showcasing dynamic content, using cutting-edge technology, and performance-driven insights to introduce new products and coverage that shape the future of the sport.

Karin Seymour, Director of Client and Marketing at Sky Media shares: “Both adidas and Sky Sports are key players in the world of golf and are truly passionate about making the sport engaging and accessible. This is why I am excited about a multi-year partnership that will allow us to connect in a deeper and more engaging way with our passionate and growing audience.”

Director of Golf for Sky Sports, Jason Wessley said: “It’s fantastic to collaborate with adidas, a brand leading the way in golf innovation and partnerships in recent years. We have a great opportunity to connect and relate to a younger audience, and all of us at Sky Sports Golf look forward to building our partnership with adidas over the coming years.”

Andrew Law, General Manager at adidas – EMEA said: “We are incredibly excited about our new partnership with Sky Sports Golf. This partnership will further elevate our position as a sports brand in golf, reaching not only a wider golf audience, but all sports fans that follow along the vast Sky Sports network.”

“The opportunity to drive further awareness in women’s golf is particularly thrilling, as our current partnerships with the Ladies European Tour and the AIG Women’s Open are perfectly complemented with this new agreement. Our shared efforts with Sky to make a meaningful impact at grassroots level in golf, while encouraging more people to play the sport and give aspiring athletes the opportunity to achieve their dreams, is something we are looking forward to seeing become a reality.”