Audi and Real Madrid’s partnership: A historical overview

In July 2003, Audi entered into a three-year partnership with Real Madrid, a collaboration that cemented the brand’s status in global sports. This agreement was marked by Audi’s provision of 30 vehicles to the football team and management staff.

Formal car presentation at Santiago Bernabéu (November 2003)

In November 2003, Real Madrid players received their official Audi cars at a presentation held at the Santiago Bernabéu stadium. Star players such as Raúl and Ronaldo opted for the high-powered Audi RS 6 quattro, while Figo chose the luxurious Audi A8. This event underscored Audi’s commitment to blending luxury and performance, both of which align with Real Madrid’s prestigious brand.

Audi’s sponsorship benefits

Audi’s association with Real Madrid over the years allowed the car manufacturer to leverage its brand through various marketing channels. The company’s presence was visible in multiple areas of the stadium, including the benches, signage, and stadium areas at Valdebebas. Real Madrid players were consistently seen arriving and leaving training sessions in Audi vehicles, creating a strong connection between the two brands.

Sponsorship activation

Audi utilized the partnership to promote a range of models, including the Audi RS 7, RS 6 Avant, and the high-performance R8 Spyder, to align with the high profile of Real Madrid.

This partnership also led to the creation of events such as summer competitions where Audi was prominently featured.

The End of an Era (2022)

In June 2022, it was announced that the partnership between Real Madrid and Audi would come to an end, effective from July 1, 2022.

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