Sky Sports, a group of British subscription sports channels operated by the satellite pay television company, Sky Group, and adidas, a German athletic apparel, have announced a multi-year partnership.
The agreement sees the global sportswear brand become the official apparel partner for Sky Sports Golf.
The collaboration is aimed at enhancing the golf experience for fans and athletes through innovative content and initiatives.
Effective immediately, the golf channel on-air team will sport the three stripes apparel, footwear, and accessories. The partnership will debut publicly at The 152nd Open at Royal Troon.
Jason Wessely, Director of Golf for Sky Sports, expressed excitement about the collaboration and 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, added, “We are incredibly excited about our new partnership with Sky Sports.
“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 by this new agreement. Our shared efforts with Sky to make a meaningful impact at the 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.”
This partnership brings together two industry leaders with a shared commitment to excellence. By combining the sports broadcaster’s reach with the sportswear giant’s expertise in performance apparel, the collaboration is poised to redefine golf coverage and inspire a new generation of golf enthusiasts.
Sky Sports, a group of television channels owned by Sky, offers live broadcasts and news coverage for football, cricket, Formula 1, and more. Known for its coverage of major tournaments like the Carabao Cup, Championship, British Open, ATP and WTA tennis, US PGA Championship, and Super League, Sky Sports has a vast audience of sports enthusiasts.
Founded in the 1950s, adidas is a global leader in the sportswear industry. As Europe’s leading sportswear company and a worldwide powerhouse, the German multinational is renowned for its iconic three-stripe logo. The brand’s commitment to innovation is evident in its recent partnerships with the governing body of football in Argentina, the Argentine Football Association (AFA) and prestigious clubs like Eintracht Frankfurt, Como 1907, AFC Ajax, Al Nassr FC and Aston Villa FC. Additionally, the sportswear manufacturer’s partnership with the Esports World Cup Foundation showcases its forward-thinking approach to the evolving sports landscape.