Sky Sports

Building on the momentum of the Sky Sports rebrand, Sky Creative partnered with Tendril to create a new suite of on-air sport idents. The brief was straightforward: supercharge the live sports experience by amplifying the raw emotion, intensity, and spectacle that defines it.

The result is a family of IDs now broadcasting across the Sky Sports network, pairing beautifully crafted UHD CGI elements from Tendril with powerful editorial content from the Sky Creative team.

CGI Meets Editorial

The creative approach was deliberately hybrid: high-end CGI elements from Tendril paired with real editorial footage from Sky’s vast archive of live sport. Rather than a purely stylised or abstract treatment, this combination grounds each ident in the authentic world of sport, with real athletes, real moments, and real stakes, elevated by craft and visual ambition that demands attention.

This pairing of editorial and CGI is what gives the idents their emotional pull. The raw footage connects. The UHD craft elevates. Together, they create something that feels both immediate and cinematic.

Process and R&D

A tight scope relative to team size pushed us toward a clear solution: experienced generalists, each taking full ownership of a single sport from concept through to final execution. Every artist shaped their own piece across lighting, texturing, design, and animation, accountable for the whole rather than one part of a pipeline.

That came with its own challenges, as some specialists were less familiar with certain parts of the process. A collaborative environment bridged those gaps, pushing everyone outside their comfort zones while keeping the quality bar high throughout.

Connecting to a Wider Audience

The new idents mark a shift in how Sky Sports expresses its identity on screen. Sport is emotion first. These idents are designed to make you feel that — before the whistle blows, before the first ball is bowled, before the lights go up.