The Audi Performance Zone: An un-FORE-gettable PAR-tnership

Client: Audi

Audi became Sky Sports’ first ever Official Innovation Partner in 2022 to drive consideration and strengthen Audi’s EV leadership position, differentiated by Innovation and Technology. Through the “Power Meter” in The Hundred, the partnership increased brand consideration and perceptions of Audi as “prestigious”, “innovative”, “forward-thinking”, “modern”, “progressive” and “up to date”; positioning it as the number one EV choice.

With multiple industry awards on the trophy shelf, from our debut year we knew we had to raise the bar even higher for year 2 of the partnership. The Second Album” needed to make the partnership work even harder and not play hostage to fortune of sophomore syndrome.

So, for the big comeback, one innovation wasn’t enough. Instead, we created two: ‘Force Plates’ and ‘Zen Eye’, showing casual viewers how to perfect their swing. Plus, an entire studio, the ‘Audi Performance Zone’ dedicated to hosting these Innovations alongside live coverage of the PGA Tour.

The Audi Performance Zone tee’ed off a successful multi-faceted partnership that transcended sponsorship, live broadcast and incredible social content. And our extensive research revealed the campaign was even more engaging than our debut award-winning 2022 partnership; with higher dwell times driving greater impact on perceptions and consideration.