Audi’s partnership with FC Bayern Munich: A two-decade journey

In August 2002, Audi made its debut as an official sponsor in the Bundesliga by partnering with FC Bayern Munich. The collaboration between the premium car manufacturer and one of the top football clubs in Europe marked a significant beginning. This partnership not only elevated Audi’s presence in the sports industry but also set the stage for numerous joint marketing efforts, blending sports and luxury branding.

Founding of the Audi FC Bayern Fan Club (2003)

In 2003, Audi’s involvement deepened as the brand established the first sponsor-based FC Bayern fan club. Over the years, the fan club grew significantly, reaching over 5,000 members, symbolizing a unique fusion between the brand and football enthusiasts.

Audi becomes a shareholder in FC Bayern Munich (2009)

Audi extended its commitment in 2009 by acquiring a 9.09% stake in FC Bayern Munich AG. This move solidified the partnership beyond sponsorship, intertwining the business strategies of both brands.

Innovation and electrification (2020)

In 2020, Audi and FC Bayern Munich renewed their partnership until 2029, with a strong emphasis on innovation, sustainability, and electrification. As part of this, Audi began the gradual transition of FC Bayern’s fleet to fully electric vehicles, providing 38 charging stations at the club’s training grounds, aligning with both brands’ commitment to sustainability.

Audi’s 20-year partnership with FC Bayern Munich (2022)

Celebrating 20 years of partnership in 2022, Audi and FC Bayern Munich have shared countless memorable moments, including multiple Bundesliga and Champions League titles. Audi marked this milestone by creating a custom wrap for the Audi RS e-tron GT, commemorating two decades of collaboration.

Key marketing activations and Initiatives

• Audi Cup: Since 2009, Audi has hosted the Audi Cup, an international pre-season tournament that brings together top football clubs from around the world.
• Audi Digital Summer Tour (2020): A virtual summer tour provided fans with unique access to Bayern’s pre-season activities, demonstrating Audi’s commitment to creating innovative fan experiences.
• Electrification of FC Bayern’s Fleet: Audi’s drive towards sustainability included equipping FC Bayern’s training grounds with electric charging stations and supplying the team with fully electric vehicles like the Audi e-tron.

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