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Press release

FC Bayern and Audi heading toward the future together

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NEW YORK (January 14, 2020)

FC Bayern Munich and German premium automobile manufacturer, Audi have been partners for 17 years and have today announced an extension.

The alliance which was originally due to run until June 20th of 2025 has been extended by a further four years until 2029. Audi thus remains the exclusive automobile partner of the German record champions. The early contract extension sees the content of the partnership being expanded. Electrification and innovative marketing will be the main strategic areas of focus in the future. To underline this, it has been agreed that all FC Bayern first-team players will receive a fully electronic Audi e-tron in 2020.

FC Bayern Munich CEO Karl-Heinz Rummenigge said: “I’m very happy about the early extension to our partnership with Audi. For FC Bayern, this agreement is an important strategic step into the future. FC Bayern and Audi have now been working together for more than one and a half decades in a way that is trustful, earnest and beneficial to both brands. Now it’s assured that this partnership will continue for almost 10 more years.”

“FC Bayern fits perfectly with Audi’s strategic realignment,” commented Hildegard Wortmann, AUDI AG board member for sales and marketing.

The two strong brands are renowned worldwide for premium experiences. “We want to be close to our fans, customers and potential customers. As the exclusive automobile partner of FC Bayern, we have the opportunity to present new concepts of mobility, electromobility, and connectivity, and make them tangible.”

The partnership with Audi also includes the possibility to implement different campaigns and events with other Volkswagen Group brands. FC Bayern’s partnership with Audi started in 2002 on a pure sponsorship basis. In 2011, Audi also became a shareholder in FC Bayern. Since then, there have been numerous joint campaigns, initiatives and events. A highlight is undoubtedly the Audi Cup, one of the most prestigious pre-season tournaments in Europe, which has already been staged six times at the Allianz Arena.

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