Press release

Ingolstadt, 2011-07-29

Audi: partner of sport

  • Successful commitments in soccer, winter sports, golf and sailing
  • Partner of the German Olympic Sports Confederation and National Sponsor of the Paralympic Committee Germany
  • Regional partner in ice hockey, soccer and basketball

From the soccer Champions League, a spectacular regatta series in the Mediterranean to the world’s most popular tournament series for amateur golfers: through its wide range of commitments AUDI AG is a close partner and sponsor of national and international sports. In the 2011 summer the company presents itself with a more varied and attractive portfolio than ever.

Audi in winter sports: far more than a financial sponsor

Its involvement in winter sports provides Audi with an important platform to present the brand’s sporting performance and dynamism to international audiences. For over 25 years, AUDI AG has been the principal sponsor of the German Skiing Federation (DSV) including all the national teams – not only as a financial supporter but also as a co-sponsor of a large number of joint events and campaigns.  

The 2010/2011 season saw the Four Rings as the title sponsor of the Audi FIS Ski World Cup in as much as their tenth year. In addition, Audi supported the two Alpine Ski World Championships in 2011 in Garmisch-Partenkirchen, Germany, as Presenting Sponsor and will also support the World Cup in 2013 in Schladming, Austria, with the presenting sponsorship commitment.

The DSV athletes experience the advantages of quattro drive whenever they safely travel to training and World Cup events in Audi models. The Alpine national teams from Sweden, Finland, France, Liechtenstein, Italy, the Netherlands, Austria, Spain, the United States, Switzerland and Bulgaria, as well, can rely on the power of the Four Rings off the slopes. The cars are made available to active athletes, officials and coaches.  

Furthermore, the sportsmen and sportswomen benefit from the technical know-how of AUDI AG as they regularly practice at the wind tunnel center in Ingolstadt to gain a crucial competitive advantage in their ultra-competitive sport.

Audi as a partner of German Olympic and Paralympic athletes

When the German Olympic and Paralympic athletes were fighting for medals in Vancouver at the beginning of 2010, Audi accompanied them as a partner of the German Olympic Sports Confederation and National Sponsor of the Paralympic Committee Germany. The sights have already been set on the next aim. In 2012, when the world’s best athletes meet for the Summer Games in London, the German delegations will again compete under the symbol of the Four Rings.

The partnership that was sealed in February 2010 puts Audi’s sporting commitment on a new level. At the Games in Vancouver the premium manufacturer provided the shuttle service for the athletes and guests of the German House and its annex in Whistler. In addition, the Four Rings were present at joint press conferences, in ads and at events in the Olympic environment.  

Audi in soccer: partner of premier international clubs

“Vorsprung durch Technik” is a daily companion of players, coaches and officials of Europe’s premier soccer clubs. Audi and German record champion FC Bayern München have been “on the ball” together since 2002. As Premium Partner, Audi provides the club with 50 vehicles and is present at the stadium during all “Bundesliga” (federal league) matches and other events. Audi and “Bayern” continue to extend their successful partnership: by July 2011, the premium manufacturer based in Ingolstadt had acquired a total stake of 9.09 percent in FC Bayern München AG in three steps.

Audi has commitments with top-caliber teams on an international scale as well. Since 2003 the brand has been the vehicle partner of record Champions League winner Real Madrid. In return, the brand from Ingolstadt presents itself at the legendary Estadio Santiago Bernabéu and enjoys advertising rights with the 31-time Spanish champion. The partnership with the international top-class club FC Barcelona has been in existence since 2006. All the players around super star Lionel Messi have been driving Audi models ever since. Besides the teams from Munich, Madrid and Barcelona, Audi – via its importers – also supports AC Milan and the teams of Manchester United and Red Bull Salzburg.

Another highlight in the soccer commitment of the Four Rings is the Audi Cup that was held in Munich for the first time in July 2009 and for the second time this summer. Host Bayern München met with AC Milan, FC Barcelona and SC Internacional de Porto Alegre at the Allianz Arena for two days. With a total of 130,000 spectators the tournament was sold out.
 
Audi in golf: complementary elegance

Audi has been successfully involved in golf for more than two decades. Technology, design and sporting performance are hallmarks of every Audi vehicle, which are reflected by the special fascination exuded by golf as well.

2010 was dominated by the 20th anniversary of the Audi quattro Cup:
After more than 80,000 golfers around the globe started into the tournaments last year, the 2011 season is turning onto the finish straight. At the invitation of regional Audi partners, qualifications as “foursomes with selection drive” are held between April and September. The winners qualify for the German finale to be staged at the Frankfurter Golfclub from September 5 to 9. The two top teams will then meet with international competitors at the other end of the world two months later. The world finale this year will take place at the Mission Hills Golf Club on the outskirts of the Chinese metropolis Shenzhen. The facility designed by prominent names in international golf is considered the largest one in the world.

Diana Luna was the winner of the UniCredit Ladies German Open, which in May 2011 was held for the fourth time under the symbol of the Four Rings. In addition to the pot of 350,000 euros, Presenting Sponsor Audi rewarded the winner with an Audi A5 Cabriolet. Almost 31,450 spectators witnessed top-caliber golf for four days at Golfpark Gut Häusern. 128 female professional golfers played for victory at the German round of the Ladies European Tour (LET) in a high-class field: of the top ten of the prize money ranking, eight players, including the six at the top of the ranking, traveled to Bavaria.

With a pot of 400,000 euros the Berenberg Bank Masters is in the process of becoming one of the most attractive events on the European tournament calendar. From June 17 to 19 the players of the European Senior Tour met at the Golf- und Land-Club Köln (Cologne), having returned to Germany after a ten-year absence. As co-sponsor and official vehicle partner, Audi provided 15 shuttle vehicles and an Audi A7 as the “hole-in-one” prize and displayed show cars and banner advertisements at the facility.

The long-standing partnership with the Süddeutsche Zeitung Business Golf Cup is another important element of Audi’s golf commitment. For seven years, the brand has been presenting this popular German tournament series, which not only defines itself as a sporting competition but also as a business platform to intensify existing business relations and to establish new contacts.

Furthermore, Audi is again supporting the German Golf Association (DGV) in 2011 as its exclusive automobile partner and, at www.mygolf.de, presents the internet offering for all players of the German Golf Association.

Audi in sailing: Audi MedCup, Kieler Woche and Sailing Team Germany

Sailing stands for precision, dynamism, aesthetics – and is thus a superb discipline for Audi, not only in Germany but also in international waters.

The Kieler Woche is a perfect example. Last year’s debut had already been a resounding success and the 2011 event even topped it. With numerous prominent guests in attendance, on- and offshore activities, the shuttle and trailer service plus the presentation of “Kieler Woche TV” as the new highlight the spectacle in North Germany was again dominated by the Four Rings. Audi’s assessment of its commitment at the world’s biggest sailing festival is extremely positive and the brand is already looking forward to the next event in 2012. The automobile manufacturer based in Ingolstadt will be on board of the Kieler Woche spectacle until at least 2013.

With prominent support Audi started into the new season of the Audi MedCup which began with the first regatta being held off the coast of Caiscais (Portugal) from May 16 to 22. Model Eva Padberg and actor Jean Reno baptized the Audi boat before the crew around Jochen Schümann put to sea. With the inscription “Audi ultra” emblazoned on the more than 200 square meter large spinnakers Audi – on two boats – also makes its lightweight design expertise visible in sailing.

When it comes to recruiting new candidates for the professional crew, Audi is able to draw on its own ranks of young sailors because the company also extended the agreement with Sailing Team Germany until the end of 2012. Since the 2010 season Audi has been supporting the German national sailing team as an official partner and is represented with the Four Rings on team wear, sails and boat hulls. In addition, the company provides 50 vehicles to the athletes. Another long-term aim is to gradually develop the capabilities of the German Olympic and junior sailors to tackle increasingly challenging tasks.

Audi as regional partner: commitments in soccer, ice hockey and basketball

On the regional level Audi is a reliable supporter of sports as well. For more than a decade the brand has been a partner of the ice hockey club ERC Ingolstadt and is featured with the Four Rings in the home Saturn-Arena.

With the soccer players of FC Ingolstadt 04, who wear the Four Rings on their chests, Audi has had a long-standing partnership. The home games of the second-league club are held at the Audi Sportpark that was opened in 2010.



The support of the basketball department of FC Bayern München by the Audi Region South is the most recent commitment. As of the beginning of the federal league season in October 2011 the league climbers will start holding their home matches at the Audi Dome. Together with the club Audi has redesigned and converted the Rudi-Sedlmayer-Hall built in 1972 into the new home of the professional and youth team.