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adidas x Sky Sports Golf
Reframing golf for a new generation through cultural integration
0
%
YoY Growth (Spring/Summer season)
+
0
pp
Uplift in purchase intent
0
%
Unprompted brand notice
The Challenge
Despite its global popularity, golf continues to be shaped by a narrow and outdated public image. The sport is often perceived as traditional, elitist and inaccessible, a perception that does not reflect today’s players and continues to limit participation and long-term growth, particularly among younger audiences.
adidas, one of the world’s leading sportswear brands, has long combined performance innovation with contemporary style. Within golf, the brand saw an opportunity and responsibility to challenge existing stereotypes and help broaden the sport’s appeal.
The partnership between adidas and Sky Sports Golf was created to use the scale, credibility and creative power of television to reshape how golf looks, feels and is represented.
The Insight
In the UK, Sky Sports Golf is the leading dedicated golf broadcaster, offering live coverage of the world’s biggest tournaments alongside expert-led studio programming enhanced by advanced broadcast technology, data-driven analysis and immersive production techniques.
The channel plays a central role in shaping how golf is seen and understood by fans.
The Idea
The partnership was built around shared strategic goals rather than short-term visibility:
- To challenge traditional perceptions of golf and present it as modern, inclusive and open to all
- To strengthen adidas’ credibility within the golf category while attracting new audiences
- To drive engagement, participation and consideration for adidas golf apparel
- To deliver measurable brand uplift and commercial growth
Success was measured through brand metrics, behavioural outcomes and longer-term business impact.
The Solution
adidas became the exclusive apparel partner for all Sky Sports Golf on-screen talent, supplying and styling presenters, commentators and experts across every tournament broadcast.
Apparel was treated as storytelling, through consistent on-screen presence, contextual styling and repetition over time, allowing viewers to see adidas worn naturally across live play, studio analysis and tournament narratives. This created a visible and authentic signal of how modern golfers look and express themselves.
Each presenter was styled individually, working closely with adidas and Sky Sports Golf talent and production teams to create bespoke looks that reflected both performance and everyday wear. This approach ensured authenticity and avoided uniformity, while showcasing the breadth of adidas’ golf range.
The partnership launched at The Open Championship, one of golf’s most prestigious global events.
The campaign extended beyond broadcast through bespoke talent-led content, including crossover challenges that merged golf with other sports, generating over 5 million views across digital platforms. Participation was further encouraged via Sky VIP, offering fans the opportunity to take part in a professional Pro-Am experience, which attracted tens of thousands of entries.
Production, talent and commercial teams collaborated on styling decisions, on-screen presence and content extensions, enabling adidas to become fully integrated within the viewing experience.
The Results
The partnership delivered standout brand, behavioural and business outcomes.
Brand impact
- Over 80% of viewers noticed Sky Sports Golf presenters wearing adidas apparel without prompting
- +13pp uplift in viewers saying they knew more about adidas as a result of the partnership
- More than 9 in 10 viewers reported an improved opinion of adidas, particularly around innovation and quality
Performance outcomes
- +13pp increase in purchase intent
- 42% of viewers reported purchasing adidas apparel
- A further 34% recommended the brand to others
Engagement and scale
- Over 5 million views generated across digital platforms
- Tens of thousands of entries to the Sky VIP Pro-Am experience
Commercial impact
- Increased traffic to adidas’ golf-specific online pages
- Wholesale partners requested insight into presenter outfits to inform future buying decisions
- Contribution to 19% YoY growth for the Spring/Summer season
- Supported a record-high Net Promoter Score
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