Sky has launched a new campaign connecting new audiences for its coverage of the upcoming Miami Open.

Created in-house by Sky Creative, the innovative campaign revolves around a ‘club classic’ audio ad that blends sounds from the tennis world with Miami’s renowned nightlife.

The event will be covered on Sky Sports’ dedicated Tennis channel starting Tuesday, 18 March, with the ad being part of Sky’s ongoing “Welcome to the Show” brand platform.

The clip will air across radio, digital, audio, SoundCloud, and Spotify.

Robin Garton, Sky Creative ECD, said: “Sport is no longer the cultural island that it once was. It now lives hand-in-hand with fashion, music and entertainment.

“Audio is also having a renaissance as we all spend more time in our own ‘headphones-in’ worlds. From a creative point of view, audio is interesting because it requires engagement from the audience.

“By not giving people the complete picture they are required to think, which means they relate to the ad even more.”

Sky Sports marketing director Dave Stratton said, “As the way people consume media and sports evolves, we see the opportunity to target new audiences in ever more innovative and engaging ways.”

“In this case, bringing to life our positioning through leveraging the power of audio as a platform, doing it in a way which adds to the experience rather than interrupts it.

“Our goal is to make our advertising as engaging and entertaining as the content we deliver, and with this campaign, hopefully we’ve achieved just that,” he added.