Audi Parters with Prada and Luna Rossa. 4


After dumping Team Germany in December, withdrawing funding for the Platoon TP52 and Americas Cup campaign, Audi have teamed up with Prada to back Luna Rossa in the Louis Vuitton Paciffic Cup.

The “Luna Rossa” team’s mainsail and team uniform will display the Audi and Prada brand logos. The common message is that beneath the aesthetically attractive, dynamic exterior of a yacht, there lies state-of-the-art technology, and only choice materials are used. The products of Prada and Audi reflect such standards in equal measure – both brands are the embodiment of exclusive materials and craftsmanship. This is the start of a series of projects in the field of sport and cultural sponsorship.

Against this backdrop, the two companies are planning to work together this year:

“Audi and Prada are strong brands. We aim to pool these strengths and build up a long-term partnership,”

explained Peter Schwarzenbauer, AUDI AG Board of Management Member for Marketing and Sales.

“We hope that this partnership will result in top-class projects.”

There is a long tradition of cultural involvement at Audi, and it occupies a central role in the corporate philosophy. Prada’s position is similar: in 1995 the Italian company set up the Fondazione Prada, a foundation to promote contemporary artists, architects, filmmakers and philosophers. 1995 was also the year in which Audi stepped up its cultural involvement and became principal sponsor of the Salzburg Festival. Audi supports and initiates an array of regional activities involving sponsorship of art and culture, but also takes on major projects such as productions by the Bavarian State Opera in Munich. Hand in hand with Prada, Audi aims to step up these activities in a wide range of ways.

Sailing is the latest addition to AUDI AG’s extensive portfolio of sporting activities. Audi has been premium sponsor of the TP 52 Breitling MedCup since 2007, and it was renamed the Audi MedCup in 2008.

Source: The Financial

  • Ivan

    Personnaly I don't understand why AUDI has refused to support German AC Team and later joined forces with Prada? Should AUDI stay with Germans they'll be the only main/title sponsor of the team. It would mean that AUDI shouldn't share it's rights as a aponsir with the other brand. Now they have to fix all the issues with Prada and that ponetially may result in clash of interests what theaths the sporting team they are sponsoring. Even more this is better and more profitable for the German brand to support German team not a foreign. From the other point of view in the present crises I believe the only goal was to reduce sponsoring budget for the AUDI and the automaker was simply pursuing spending cuts. That police often pays off in loss of any efficiency.

  • It's an interesting one. The America's Cup is no longer really a nationalistic event any more. The USA team is captained by a Kiwi, the China Team is captained by a Brit. I can see why if you were German you would be annoyed at Audi's decision but there are a couple of reasons why they might do this.
    1) They want to position themselves as a luxury product. Audi makes good cars, but they are not seen as luxury. Partnering with Prada means that they hope some of the sheen will help the brand.

    2) They are developing markets where Audi is not so well known. In germany, Audi doesn't need to advertise as so much.

    3) They want to win. When Audi went to win Le Mans they got a Danish driver (Kristensen) and a scottish driver (McNish). this is about winning at all costs, then Prada might get them to that goal more quickly than Team Germany.

  • Ivan

    All the reasons are correct and reasonable. But only if I were German and my team which is composed and skippered by germans (not like other teams) lost an opportunity to take part in the competition because the German sposor has left. I'm fully aware that the sponsorship has nothing to do with the sentiments but still thus is very interesting example of the sponor's behavoir, as you dear Cseatonbond have poined out:)

  • Ivan

    All the reasons are correct and reasonable. But only if I were German and my team which is composed and skippered by germans (not like other teams) lost an opportunity to take part in the competition because the German sposor has left. I'm fully aware that the sponsorship has nothing to do with the sentiments but still thus is very interesting example of the sponor's behavoir, as you dear Cseatonbond have poined out:)