Audi and Sky Sports have partnered up to bring innovative technology to sports viewing. As the official sponsor of British sports channel Sky Sports, German luxury car manufacturer Audi is hoping to tap young sports fans with the creation of the Power Meter, an on-screen graphic that evaluates the quality of a kick upon impact using algorithms. Used on-screen for both football and cricket games, the Power Meter gives viewers “a wealth of technical data” to assess the performance of players in real-time, making at-home sports viewing more engaging. YPulse WE Sports and Athletics report found that the majority of young Europeans consider themselves sports fans (and are bigger sports fans than North Americans), and are watching sporting events live on TV. Our WE Auto report shows that young Europeans are a generation of car owners, but they’re not necessarily interested in splurging on luxury vehicles. By reaching young consumers through other interests—such as sports and gaming—high-end (and all) brands have an opportunity to reach the next generation of spenders. (The Drum)
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