Sailing Sponsorships Help Audi Promote 100 Years of History.


For the last few years, Audi has had a clever strategy of ‘cherry-picking’ sailing sponsorships to the point where in some markets, like Australia, they almost own the sport! In Europe, the company is title sponsor of the Audi MedCup Circuit boasting some of the biggest names in the sport.

It’s fantastic to have a company like Audi behind the sport. As well as funding and sports-marketing expertise, the presence of such a company acts to de-risk the investment in sailing for other brands. The thinking being that if Audi are doing it and getting value, then it must work.

Yesterday, the Audi MedCup issued a press-release about Audi being 100 years old. Most of it had nothing to do with sailing or the Med Cup with several paragraphs devoted to the history of the company. (If you are really interested, then we’re sure that other sites will have published the release verbatim – try Googling “Audi 100th Birthday“)

But the point is that Audi have been associated with world class sport for many years and their sponsorship of the  MedCup Circuit  and other sailing properties shows that the sport delivers marketing results.

Lothar Korn, Head of Marketing Communications, AUDI AG explains:

“Audi’s commitment in international top-class sport has a long and successful tradition in the history of our company. Therefore, it is repeatedly a focal point of the celebrations held on the occasion of the 100th anniversary of the Audi brand this year. Sailing has a high priority for us in this context. With its combination of high-tech materials, sporting competitions at the highest international level and total commitment to teamwork sailing is a perfect fit for Audi. The Audi MedCup Circuit in particular offers an exciting platform for fans and participants alike – with spectacular top-class sport on water and a thrilling event along the coast.”

Ignacio Triay, one of the founding directors of the Audi MedCup Circuit added to the birthday wishes:

“Having the support of a great brand like Audi with such experience of so many years on the market, the technology they have and how they always invest high technology, to have them invest as a partner on the MedCup is a reason to be very proud for us on the Audi MedCup Circuit, so happy birthday Audi and here’s to another 100 successful years for their company.”