- Audi collaborates with elite sport locally, nationally, and globally
- The brand is involved with trend sports, eSports, golf, and winter sports.
Audi has been a dedicated collaborator and supporter of local, national, and worldwide sport, from football to the realm of alpine and nordic winter sports, to the emerging and inventive sector of eSports, to the world’s most well-known amateur golf tournament series.
Every day, players, coaches, and managers of European top-flight football clubs are accompanied by the phrase “Vorsprung durch Technik. For instance, since 2002, Audi and FC Bayern Mnchen, the German record champion, have partnered on the field. Even before the previous agreement’s duration had run out, the two upscale companies extended their relationship in the beginning of 2020 until 2029. Strategic collaboration in the sectors of cutting-edge marketing and electrification is expected to take center stage in the coming decade.
The FC Bayern team drives Audi vehicles as part of a vehicle alliance that is evolving into a strategic partnership to develop electrification and the usage of cutting-edge marketing initiatives and dialog platforms. Audi’s visibility and customer experience will be improved at the Allianz Arena, and a wide range of Audi products will be offered at FC Bayern’s new flagship location in the center of Munich. Charging columns, test drives surrounding the Allianz Arena, on the FC Bayern site, and at the training facilities at Sbener Strasse are other projects of the upcoming collaboration.
The professional teams in Ingolstadt, Mnchengladbach, Hamburg, Nuremberg, Hoffenheim, and Augsburg are also included in the group of national Audi partners. In other countries, Audi has agreements with elite teams: Real Madrid’s official vehicle partner since 2003, the brand has a history of winning the Champions League. In exchange, the Ingolstadt-based company promotes the 33-time Spanish champion and appears at the illustrious Estadio Santiago Bernabu. Tottenham Hotspur, a London-based club in the English Premier League, entered the portfolio of elite teams in 2018. Additionally, through its importers, Audi supports Red Bull Salzburg in Austria and RSC Anderlecht in Belgium.
The Audi Cup, which will take place at the Allianz Arena for the sixth time in 2019, is one of the top European preseason competitions. Real Madrid, Tottenham Hotspur FC, Fenerbahe Istanbul, and the host team FC Bayern also participated in the competition. The Audi Summer Tour, which brought Audi and FC Bayern Mnchen to friendlies in the United States in the summer of 2019, was yet another high point in the four rings’ dedication to football.
Due to its dedication to winter sports, Audi has the perfect platform to showcase the brand’s sportiness and dynamism to a global audience. The Audi e-tron is highlighted during the current skiing season on flags, perimeter advertising boards, the start house, the exit gate, the leaderboard, and the wall behind the winners’ rostrum, all of which wear the vehicle’s current e-tron branding. The 2019 FIS Alpine World Ski Championships in Re also debuted a shuttle service using e-tron vehicles, while visitors and competitors were given a chance to drive the Audi e-tron in Kitzbhel and Re.
The Audi FIS Ski World Cup has been sponsored by the four rings for the title for 18 years, and since 2011, the company has also sponsored the Audi FIS Ski Cross World Cup. The 2021 FIS Alpine World Ski Championships in Cortina d’Ampezzo will have Audi as its primary sponsor (Italy).
Audi has been the primary sponsor of the Nordic Combined World Cup since November 2013 and a partner of the FIS Cross Country and Ski Jumping World Cups from the start of the 20142015 season. Audi targets a young audience by working with the Freeride World Tour.
Audi has been gaining expertise in the cutting-edge and rapidly growing sport of eSports since 2018.
Audi sponsors players Danny Liepolt (Proownez), Matthias Hietsch (STYLO), Lukas Vonderheide (Sakul), and current FIFA 19 World Champion Mohammed Harkous as the team’s main sponsor (MoAuba).
Esports chances are being used more frequently abroad as well. Audi sponsors two Astralis Group teams along with its Danish importer, namely Origen, which participates in the League of Legends European Championship (LEC), and Future FC, a brand-new FIFA squad that has a female player in Stephanie Luana from Brazil.
Audi has been playing golf successfully for more than 20 years. Technology, design, and sportiness are qualities that define every Audi and also sum up the unique allure that golf exudes. The Audi quattro Cup, the most well-known tournament circuit for amateur golfers, is the focus of the commitment: Qualification competitions take place throughout the year at the invitation of local Audi partners. The top national teams then compete against their international rivals after the winners advance to their respective country finals. Approximately 80,000 players from 38 different countries competed in 645 qualification events in 2019 to qualify for the world final, which was hosted at the Golfclub Kitzbhel-Schwarzsee-Reith. Since the tournament’s inception in 1991, more than 1.5 million amateur golfers have taken part overall.
With the Audi Nines presented by Falken, Audi collaborates with a very original and imaginative event series that takes place both in the winter and the summer. The world’s top ski and snowboard crossers and slopestylers competed in the first edition of these freestyle skiing and snowboarding competitions in 2018 on a specially designed SlopeX course in Slden. The participants created the innovative course on the Tiefenbach Glacier themselves in keeping with the Audi Nines ethos, “From the Rider for the Rider.” The content sessions emphasize experimentation with leaping and trick aspects as well as speed and style.
Send it to the Moon was the tagline for the Audi Nines MTB in 2018. In conjunction with the Bikepark Idarkopf, the mountain bike equivalent of the Audi Nines skiing and snowboarding competitions took place in a quarry. The world’s greatest athletes met there for the first time with their rivals on a route they had designed themselves, making for some amazing photographs, just like during the event’s equivalent on snow.
ice hockey, basketball, football, and American football commitments from Audi as a regional partner
Additionally, Audi is a passionate supporter of local sports and takes regional responsibility seriously. With ERC Ingolstadt, the 2014 German ice hockey champion, and FC Ingolstadt 04, a third level professional football team, Audi has had long-standing connections.
The collaboration between Audi and FC Bayern’s basketball squad, which began in 2011, has been extended through 2023. Audi has excellent opportunity to ignite the passion of supporters, current customers, and potential consumersparticularly from a youthful and tech-savvy target groupfor the brand and its products through home games in the Audi Dome and other associated events. The collaboration places a focus on initiatives related to electrification, digitization, and mobility services. Audi vehicles are still being driven by players and officials.
With the Ingolstadt Half-Marathon, Audi raises awareness of one of the region’s biggest athletic events, which will take place for the 20th time in 2020. Additionally, the 2019 edition of the Ingolstadt Triathlon marked the event’s tenth anniversary. Since the beginning, Audi has supported both events as the main sponsor.
The Ingolstadt Dukes are a team that Audi supports. The four rings have been staunch supporters of the Ingolstadt Dukes, the area’s premier American football team, ever since the team was elevated to the German Football League 2 in 2014. This has been done with great success as the Dukes were even elevated to the German Football League in 2016.
Audi has participated in the SATURN Ice Gala since 2012; it was held in Ingolstadt in 2019 for the 30th time. On the rink of the Saturn Arena, renowned figure skaters may be seen performing with top-notch bands.
The Hagau Equestrian Days in Ingolstadt draw the top riders each year in July. Since 1993, the Showjumping Grand Prix of AUDI AG has been donated by Audi, which also serves as the tournament’s primary sponsor.
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What sporting events does Audi support?
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Who does Audi sponsor in sports?
Since 2002, Audi and FC Bayern have been partners. The company with the four rings has been supporting FC Bayern’s women’s soccer squad since 2021. Audi also promotes a number of other sports, including basketball, ice hockey, and numerous winter sports.
Volkswagen sponsors whom?
People from various backgrounds find professional sports fascinating, but none more so than the football phenomenon. Football unifies more people than any other sport, according to Herbert Diess, chairman of the board of management at Volkswagen. Volkswagen is now the new mobility partner of the Union of European Football Associations (UEFA) for the 2020 European Football Championship in addition to being a partner of the German Football Association and the national squad as of this year. The championships will be played for the first time in 12 nations next year to celebrate their 60th anniversary. A fantastic undertaking is the 2020 European Championship, which will take place all over the continent. When announcing the sponsorship in August 2017, Diess stated, “With our mobility and creativity, we want to help bridge the gaps between all the nations and for the football fans.”
Volkswagen, however, is not simply wishing the German national team luck at the 2020 EURO. Other national associations that the car company partners with include Switzerland, Austria, Finland, Luxembourg, and France, the current global champion. SEAT in Spain is hoping to be the Spanish team’s sponsor in the meanwhile.
Volkswagen will sponsor the UEFA Women’s Euro, UEFA Under-21 Championships, Futsal European Championship, and the UEFA Nations League Finals in addition to the EURO 2020.
The Group is extremely involved in club sports as well. The Volkswagen brand sponsors both the town’s ice hockey team, the Grizzlys, and the local club VfL, founded in 1945 as Verein f1/4r Leibes1/4bungen Wolfsburg and originating from the Betriebssportgemeinschaft Volkswagenwerk, founded in 1938, at its headquarters in Wolfsburg. Real Madrid, FC Barcelona, and Tottenham Hotspur are just a few of the well-known football teams that partner with Audi in the premier league. Audi also lends support to FC Ingolstadt and TSG Hoffenheim, two local Federal League teams.
The Ingolstadt-based corporation is also interested in winter sports and sponsors the Italian and Austrian Ski Federations. The Swedish Ski Federation is sponsored by the Volkswagen brand. This illustration demonstrates how global sports sponsorship is, just like the Group. According to Gerd Voss, head of Volkswagen Sports Communication, brands typically fund sports in areas close to their facilities. This connects all of Europe like a network.
The European model of sports sponsorship is best exemplified by KODA. The Tour de France is an event that symbolizes a Europe without borders, and the Czech company has supported it since 2004. Since the Great French Tour frequently passes through other EU nations like Italy, Spain, Germany, the Netherlands, Belgium, Luxembourg, Ireland, and Great Britain, despite what its name might imply.
To this purpose, KODA has supported amateur and mainstream cycling for many years as a partner and sponsor. For more than 25 years, it has also served as the primary sponsor of the ice hockey world championship. Even now, KODA has the record for the longest main sponsorship in the annals of sporting world championships, according to the Guinness Book of Records.
What sport sponsors BMW?
One of the most prestigious marathons in the world is the Berlin Marathon. It is one of the world’s quickest marathons and the most well-known in Germany. On September 24, more than 30,000 runners will assemble at the starting line in the German capital once more. BMW has been the major sponsor of the important event since 2011. Running is a significant component of the sports marketing plan for the large Munich firm, for which Friedrich Edel is accountable.
Why do auto manufacturers sponsor sports?
In 2017, an agreement and confirmation of a sponsorship deal between SEAT and Dorna WSBK Organization were made. The arrangement that made the SEAT Leon CUPRA the official safety vehicle for the MOTUL FIM Superbike World Championship, the fastest production-based motorcycle competition in the world. The Leon CUPRA was ideal for the occasion because it attracted a crowd that would enjoy the model’s performing personality.
In every nation the championship traveled to, billboard displays around the circuits provided major global exposure for sponsors (13 races in 11 different countries on three continents). Every race’s warm-up lap will also feature the safety truck, giving the brand a chance to be visible and demonstrate its core principles.
“We are very happy to partner with the Superbike championship with the Leon CUPRA as the official safety vehicle as it gives us the ideal platform to demonstrate our model’s characteristics and performance,” said Antonino Labate, director of strategy, business development, and operations at SEAT Sport.
Millions of people, both young and old, throughout the world watch sporting events, which is why automobile manufacturers decide to invest in sports collaborations. For an estimated $45.5 million a season, Infiniti took on the role of title sponsor for Red Bull Racing in Formula One in 2013.
According to Vincent Gillet, vice-president for global marketing at Infiniti, “Formula One runs for two-thirds of the year, has 19 races, and is watched by half a billion people worldwide. There are few outlets with which we can demonstrate our performance as a brand to a worldwide audience.
It’s a no-brainer that sporting sponsorships will almost certainly provide vehicle manufacturers global exposure. By supporting causes, festivals, entertainment, and other events, it is challenging to achieve the same amount of publicity. Since a sizeable portion of the world’s population watches football, the Olympics, and golf, which currently account for half of automotive sponsorship spending, it should come as no surprise that football clubs, both national and international, are at the top of the list for many automotive sponsors.
Success depends on finding sponsorship deals with teams in sports that fit your brand’s image and target market, as well as rights that give you exposure and activation chances in those markets! And that’s why popular manufacturers like Audi, VW, and BMW employ the tactic.