In 2023, Sky Sports Golf experienced remarkable success in viewership, breaking numerous records and significantly increasing viewership among individuals under 35.
Here are some exciting statistics that undeniably prove I am not just talking to the wind:
- The 2023 Ryder Cup on Sky in the UK had an average of 785,000 viewers, marking a 38% increase from the 2021 edition and a 25% increase from the 2018 edition. With 3.7 million tuning over three days, it became the most-watched Ryder Cup ever on Sky Sports. Notably, more viewers were under 35 years old, accounting for 14% of the total viewership compared to 2021.
- Additionally, the 2023 Ryder Cup was popular online, garnering over 10 million views for editorial content and over 2 million video views across skysports.com and the Sky Sports app. Sky Sports’ Ryder Cup content on social media also performed well, amassing over 18 million video views, with 9.1 million video views and 22.9 million impressions on X/Twitter.
- Records were broken as the 2023 Solheim Cup became the most-watched edition of the tournament on Sky Sports. Sunday’s singles had a peak audience of 734,000 as Europe and the USA played out a thrilling 14-14 draw.
I cannot emphasize enough that these statistics only pertain to British viewers.
It is fair to say that Sky Sports did an amazing job in 2023 of bringing these significant golf tournaments to as many people as possible.
Here is an interesting finding of a Nielsen study:
“One of the key findings from studies on TV and CTV advertising is that TV advertising is more effective in driving brand lift than digital advertising.
A study conducted by Nielsen found that TV advertising generated a 23% lift in brand awareness and a 14% lift in purchase intent, compared to digital advertising which generated a 9% lift in brand awareness and a 4% lift in purchase intent.
A study by the Advertising Research Foundation (ARF) found
“TV advertising generated a 20% lift in brand awareness and a 15% lift in purchase intent, compared to digital advertising which generated a 12% lift in brand awareness and a 9% lift in purchase intent.”
Adidas & Sky Sports Golf – multi-year sponsorship deal
I understand that for many, the enduring influence of TV advertisements in 2024 may come as a surprise. Nonetheless, it is paramount to contextualize the multi-year sponsorship agreement between Adidas and Sky Sports Golf.
So, it is easier for me to believe the statement that a good friend of mine, the CEO of a leading media sales house, said earlier.
The Adidas & Sky Sports Golf partnership will launch at The 152nd Open at Royal Troon (18th – 21st July), where Adidas apparel will be worn by all of the Sky Sports on-screen team during live coverage.
Adidas and Sky Sports will set out to ensure that every moment on and off the course is as engaging, entertaining, and more accessible as ever before, welcoming more fans and players to the sport.
Both Adidas and Sky Sports are committed to showcasing dynamic content, using cutting-edge technology and performance-driven insights to introduce new products and coverage that shape the future of the sport.
As part of the deal, Adidas will supply apparel, footwear, and accessories that will be worn by Sky Sports Golf presenters, commentators, and crew during live broadcasts and at all Sky Sports events.
Through this partnership, the brands will focus on ways to make golf
- more inclusive and accessible to all;
- be sustainable through eco-friendly initiatives that reduce environmental impact;
- all while keeping sport at the root of everything they do.
During this partnership, adidas and Sky Sports focus on encouraging more young people to take up the game, inspiring a new generation of golfers by championing change and progress within the golf community.