From international football and the German Olympic team, the Alpine and Nordic winter sports world and the Kieler Woche through to the world’s most popular tournament series for amateur golfers: Audi has been a close partner and sponsor of regional, national and international sports for decades.
Audi in winter sports: far more than a financial sponsor
Its commitment in winter sports provides Audi with an ideal platform to present the sporting performance and dynamism of the brand to an international audience. For more than 30 years, AUDI AG has been the principal sponsor of the German Ski Federation (DSV) including all the national teams – not only as a financial supporter but also as a co-sponsor of many joint events. In addition, Audi is a sponsor and the vehicle partner of the Alpine national teams from Austria, Bulgaria, Canada, China, Czech Republic, Finland, France, Italy, Liechtenstein, the Netherlands, Norway, Spain, Sweden, Switzerland and the United States. Some of these teams benefit from Audi’s technical know-how. The athletes regularly train at the Audi wind tunnel center in Ingolstadt.
In the Audi FIS Ski World Cup, the four rings in the 2016/2017 season will be featured as the title sponsor for the 15th year, and since 2011 the brand has been giving its name to the Audi FIS Ski Cross World Cup as well. Audi is also Presenting Sponsor of the FIS Alpine Ski World Championships that will take place in St. Moritz (Switzerland) in 2017.
Since November 2013, Audi has been the principal sponsor of the Nordic Combination World Cup and, since the beginning of the 2014/2015 season, is a partner of the FIS Cross Country World Cup and Ski Jumping World Cup. The Four Hills Tournament and the Ski Jumping World Championship are held under the symbol of the four rings as well. By partnering with the Freeride World Tour since the beginning of the 2013/2014 season, Audi has been addressing a young target group. Furthermore, Audi was involved as a partner in the FIS Freestyle World Championship in Kreischberg (Austria).
The ski talents of the future are supported by Audi in the ‘Bring Children to the Snow’ initiative of the FIS. Focal events of the campaign are the ‘FIS SnowKidz’ and the ‘World Snow Day.’
Supporting German Olympic and Paralympic athletes
When the German Olympic and Paralympic athletes were competing for medals in Sochi, Russia, in the beginning of 2014 Audi accompanied them as a partner of the German Olympic Sports Confederation and National Sponsor of the Paralympic Committee Germany.
Audi in sailing: Kieler Woche and Audi Sailing Team Germany
Sailing stands for team spirit, technology and strategy – and is thus a superb discipline for Audi. The Kieler Woche, which Audi accompanied for the seventh time in 2016, is a perfect example – with numerous prominent guests, on- and offshore activities, the shuttle and trailer service plus the presentation of ‘Kieler Woche TV.’
Aside from the grand spectacle, Audi has been dedicated to supporting young German sailors since 2010. Partnering with the German national sailing team, which appears under the name of Audi Sailing Team Germany, the brand provides 50 vehicles to the athletes and is featured with its logo on team wear, sails and boat hulls.
In addition, Audi is the exclusive partner of the Deutsche Segel-Bundesliga (DSBL) held for the third time in 2015. The partnership with the DSBL strengthens the Germany-wide cooperation between Audi dealers and the local sailing clubs on whose waters the regattas are held.
Six boats of the Bavaria B/one type sail under the Audi flag as well. They compete at various sailing events. For instance, during the Kieler Woche, the Bavaria-B/one fleet are being used for races with the Audi Sailing Experience for partners and customers of AUDI AG.
Audi in golf: complementary elegance
Audi has been successfully involved in golf for more than 25 years. Technology, design and sporting performance are hallmarks of every Audi vehicle, which are reflected by the special fascination exuded by golf as well. The commitment is centered on the Audi quattro Cup as the most popular tournament series for amateur golfers. At the invitation of regional Audi partners, qualifications in which some 80,000 players participate every year are held during the course of the year. The winners qualify for the respective country finale and the best teams of the countries then meet with their international competitors.
The long-standing partnership with the Süddeutsche Zeitung Business Golf Cup has been another element of Audi’s commitment for the past decade. In addition, Audi supports the German Golf Association (DGV) as its exclusive automobile partner and presents the association’s internet offering.
A spectacular highlight takes place off the normal golf courses. Twelve holes along the legendary downhill ski course in Kitzbühel must be tackled year after year during the ‘Streif Attack’ which Audi accompanies as the principal sponsor again in 2016.
Audi in football: partner of premier international clubs
‘Vorsprung durch Technik’ is a daily companion of players, coaches and officials of Europe’s premier football clubs. In Germany, for example: Audi and the German record champion FC Bayern München have been ‘on the ball’ together since 2002. The Bundesliga clubs in Ingolstadt, Mönchengladbach, Hamburg, Berlin, Nuremberg, Hoffenheim and Augsburg belong to the group of Audi partners as well.
Internationally, Audi has commitments with top-caliber teams. Since 2003, the brand has been the vehicle partner of record Champions League winner Real Madrid. In return, the brand from Ingolstadt is featured at the legendary Estadio Santiago Bernabéu and enjoys advertising rights with the 32-time Spanish champion. The partnership with FC Barcelona has been in existence since 2006. All the players around super star Lionel Messi have been driving Audi models ever since. In addition, Audi supports AC Milan, Red Bull Salzburg and RSC Anderlecht via its importers.
Further highlights among the football commitments of the four rings are the Audi Cup that in summer of 2016 was held in Munich for the fourth time and the Audi Summer Tour, which takes Audi and FC Bayern München to the United States for exhibition matches in the summer of 2016.
Audi as a regional partner: commitments in football, ice hockey and basketball
Audi also supports sports on the regional level – with a passion and in assuming responsibility for the region. Audi has long-standing partnerships with the ice hockey club ERC Ingolstadt and the football club FC Ingolstadt 04. The players of FC Bayern Basketball hold their home rounds at the Audi Dome. Audi is the vehicle partner of all three clubs.
