Adidas agree new multi-year deal to become official apparel partner for Sky Sports Golf

Today, adidas has become the official apparel partner for Sky Sports Golf, marking an exciting new chapter in the sport. The partnership will debut at The 152nd Open at Royal Troon, where the Sky Sports on-screen team will be outfitted in adidas apparel during live coverage. Together, adidas and Sky Sports aim to make every moment on and off the course more engaging, entertaining, and accessible than ever before, welcoming more fans and players to the sport.

As leaders within the sports industry, both brands share a common ambition to elevate the golf experience for fans and athletes alike. They are committed to showcasing dynamic content, utilizing cutting-edge technology, and leveraging performance-driven insights to introduce new products and coverage that will shape the future of golf.

As part of the deal, adidas will provide apparel, footwear, and accessories for Sky Sports Golf presenters, commentators, and crew during live broadcasts and all Sky Sports events.

adidas and Sky Sports believe that lives can be changed through sport, and this joint ambition has brought them together. The partnership will focus on making golf more inclusive and accessible to all, promoting sustainability through eco-friendly initiatives, and keeping sport at the heart of everything they do.

Jason Wessely, Director of Golf for Sky Sports, 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 following 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 giving aspiring athletes the opportunity to achieve their dreams, is something we are eager to see become a reality.”

The partners hope to encourage more young people to take up the game and inspire a new generation of golfers by championing change and progress within the golf community.

Watch The 152nd Open at Royal Troon from July 18th – 21st, exclusively live on Sky Sports Main Event, Sky Sports Golf, or via streaming service NOW.