UK pay-TV sports broadcaster Sky Sports has announced German sportswear brand adidas as the new official apparel partner of its golf coverage.

The multi-year deal will be inaugurated at the upcoming Open Championship (July 18-21, 2024), one of the sport’s four majors, which Sky will provide the UK broadcast coverage of.

Sky’s on-air golf coverage team, including presenters, commentators, and crew, will wear Adidas apparel, footwear, and accessories, during live golf coverage and the sportswear giant will likely have a branding presence on Sky Sports broadcasts.

Sky Sports Golf is a 24/7 golf-focused channel offered by Sky Sports to house its suite of golfing media rights, which covers over 100 individual tournaments.

Speaking on the deal, Adidas’ general manager for Europe, the Middle East, and Asia, Andrew Law, stated: “This partnership will further elevate our position as a sports brand in golf, reaching not only a wider golf audience but all sports fans that follow along the vast Sky Sports network.”

In February, Adidas agreed a three-year commercial partnership with golf’s Ladies European Tour (LET) to provide uniforms, footwear, and accessories to all LET staff, and also operates a similar deal with the Women’s Open.

Sky has broadcast the men’s Open Championship since 2016, and in January agreed a new long-term coverage deal reaffirming its commitment to the event through 2028.

The pay-TV broadcaster also renewed its rights in the UK to cover golf’s US PGA Championship for the next three editions, in mid-November.

Sky’s extensive golf portfolio in the UK and Ireland covers all four men’s major tournaments, all women’s majors, the Ryder Cup and Solheim Cup Europe vs USA competitions, and the DP World Tour, LET, and LPGA Tour.