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 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, Finland, France, Italy, Korea, Liechtenstein, the Netherlands, Norway, Russia, 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 2014/2015 season are featured as the title sponsor for the 13th year, and since 2011 the brand has been giving its name to the Audi FIS Ski Cross World Cup as well. Audi is also the Presenting Sponsor of the FIS Alpine Ski World Championships that will be held in Vail/Beaver Creek (USA) in 2015 and in St. Moritz (Switzerland) in 2017.
Since November 2013, Audi has been the principal sponsor of the Nordic Combination World Cup and, from the beginning of the 2014/2015 season, will be a partner of the FIS Cross Country World Cup and Ski Jumping World Cup. From the coming season, the Four Hills Tournament and the Ski Jumping World Championship will be 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 will be involved as a partner in the FIS Freestyle World Championship to be held in Kreischberg from January 15 to 25.
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 spring of 2014 Audi accompanied them as a partner of the German Olympic Sports Confederation and National Sponsor of the Paralympic Committee Germany. The partnership was sealed in February 2010 and has been extended until the end of 2016.
Five rings are running with four rings: Audi is the vehicle supplier to the International Olympic Committee (IOC) and equips the fleet of the organization in Lausanne plus international IOC events with Audi models. Furthermore, joint projects are in development, including the topic of corporate responsibility. The collaboration has been agreed for an initial term until the end of 2016.
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 fifth time in 2014, 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 second time in 2014. 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 was 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 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. The commitment is centered on the Audi quattro Cup as the world’s 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 accompanied as the principal sponsor again in 2014.
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. 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 Mönchengladbach, Hamburg, Berlin, Nuremberg and Hoffenheim 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 FC Chelsea and, via its importers, AC Milan, Red Bull Salzburg, Zenit St. Petersburg plus the Japanese national soccer team.
Further highlights among the soccer commitments of the four rings are the Audi Cup that in summer of 2013 was held in Munich for the third time and the Audi Summer Tour, which took Audi and FC Bayern München to the United States for exhibition matches in the summer of 2014.
Audi as a regional partner: commitments in soccer, 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 second-division soccer 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.
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