Sky Sports


Case Studies


David Connolly
Max Rowat

Sky Sports
Sonic Branding


In 2017 Sky Sports undertakes it's biggest rebrand in it's 26 year history. It features a simpler design and a new channel structure, giving each channel it's own sport.


Molecular Sound was commissioned to create the new sonic branding for each channel, working closely with the team at Sky Creative.

The aim was to create a core Sky Sports theme, which could be remixed to give each channel it's own unique sound.

The sonic branding needed to:

  • Have a strong sense of a consistent "sonic DNA" which would be recognisable across each channel;
  • Be able to be remixed to match the images and emotions of each sports channel;
  • The music had to be recognisable to the point where the melody and rhythm would feel synonymous with the Sky Sports brand;
  • The music should feel simple and modern to reflect the new brand visual identity;


We started our research by looking at the landscape of music used across different sports as well as what was currently heard across the channel.

We then gained an understanding of how the different variations of the theme would connect to each other, and how to keep the Sky Sports identity consistent across each channel.

Sonic branding theme variations

Our Solution

Main Theme

A simple stomp and clap rhythm as the main "sonic DNA"
A melody to compliment the 'stomp and clap' pattern and can easily be reworked to fit different styles

Additional Themes

Golf - Modern Orchestral
F1 - Fast Paced Electronic Beats
Premier League - Tribal Rhythms
Cricket - Tense And Percussive Hits
Modern sound across Sky Sports channels