Audi became Sky Sports’ first innovation partner this year and began their collaboration with the introduction of the Power Meter as a feature for the second season of The Hundred. The goal is to make further innovation projects for other sports in the Sky product.
Last Updated: 09/22/22 5:30pm
The game of cricket can boast the luxury of a beautifully guided drive, the precision and beauty of a steep hit, the field feel of a backswing. And sometimes, cricket lives off of reels that stand out in the fold.
Have you ever wondered which player hits the ball the hardest? Sky Sports teamed up with Audi this summer to answer that question with the introduction of the Power Meter for the second season of The Hundred.
It resonates with Sky and Audi’s ambitions to make further innovation across the range of sports in the channel’s offerings, from golf to rugby league and beyond.
“Audi and Sky are two partners that put innovation at the heart of what they do,” said Tony Moore, Chief Marketing Officer, Audi. “Vorsprung durch Technik is more than just a strap, we are always progressive in everything we do.
“It’s a real innovation for cricket and a real first for the sport, it’s present in both men’s and women’s games. Audi looks for leaders in their respective fields. and at Sky, we know we have a partner who strives for excellence, professionalism and inclusivity and integrity.
“We’ve got big plans with Sky to create thought-provoking content that showcases the power of our brand. It’s a great platform for us to do that.”
Hundred represents the biggest cricket innovation of recent times, thereby presenting itself as the perfect platform to showcase the exciting potential of the partnership between Sky and Audi.
Jason Landau, Creative Director at Sky Sports said: “Audi is a very attractive brand for us to work with. “They talked to us about their values and driving innovation and what it means to them. It’s an exciting start for us to do this with Power Meter.”
Power Meter uses Hawkeye data to measure the biggest hits in both men’s and women’s competitions, pitting the Liam Livingstones and Will Jacks of the world against each other while highlighting the talents of Lizelle Lees and Nat Scivers.
“We get asked a lot, who’s the hardest hitter? It’s a very difficult thing to quantify, it’s club speed, launch angle, because if you hit 90 degrees straight it’s not the ball. what you want in a game of cricket. , you want it around 45 degrees, and also distance,” said former England captain Nasser Hussain.
Power Meter saw five additional Hawkeye cameras placed around the field to accurately track the ball’s path from the club to its end.
Hawkeye’s data assessed both the speed and distance of the shots to 50 before generating a composite score of 100, with data bars showing up on the screen to animate each value.
Bryan Henderson, Sky Sports Cricket Manager, said: “They measure club speed, launch angle and then make an assessment. “For example, if Liam Livingstone hits 120m, knocks it out of the park, that would get a rating of about 96, something like that.
At the heart of The Hundred’s introduction and early success was its inclusive appeal to audiences young and new beyond longtime cricket fans.
This season saw families account for 41% of ticket sales, up from 36% in 2021, while 271,000 attended the women’s tournament in a global record for a women’s cricket competition. , ECB announced.
Power Meter marks another innovation to combine with unique on-screen graphics, the high-octane cricket brand required by the short format of the competition and both the regularity and accessibility of the competition. game in promoting that cause.
“They wanted to know how far it went, why it flew, how far the ball covered,” said former India head coach Ravi Shastri.
“When you see the Power Meter, it explains the angles of where the ball meets the bat, it also tells you how important the bat speed is. I think it’s a great concept ideal for The Hundred.”
Where bowlers have long been able to cite their speed, the Power Meter sheds more light on the hitters’ specific characteristics. More information, more insights, and ultimately, more fun.
Henderson, Sky Sports Cricket Manager, said: “We are very grateful that Audi has been involved in this, to have some funding help and to invest in innovation has been incredibly strong,” said Henderson, Sky Sports Cricket Director added.
“I’m really lucky to run Sky Cricket and one of the things I challenge myself with is to do something better every year.
“It’s really important to have new stories to tell.”
Power meters are just the beginning.