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Germany’s Audi and FC Bayern München have expanded their partnership until 2029, focusing the next decade on strategic collaboration in the areas of innovative marketing and electrification. Thanks to the partnership, all players of the Bundesliga champions will receive an all-electric Audi e-tron in 2020.

Since 2002, Audi has supported the most successful German football club in history and has been a shareholder of the club since 2011. 

“FC Bayern München perfectly fits Audi’s new strategic direction,” says Hildegard Wortmann, Board of Management Member of Audi for Marketing and Sales.

Alexander Seitz, Board of Management Member of Audi for Finance, China and Legal Affairs adds: “Our collaboration with FC Bayern as one of the top-flight international clubs with 650 million fans worldwide and 135 million fans just in China opens up new, joint marketing opportunities, especially including China, the most important growth market for Audi.”

Karl-Heinz Rummenigge, Chairman of the Executive Board of Bayern München said: “I am delighted about the early extension of our partnership with Audi. For FC Bayern, this agreement marks an important strategic move going forward. FC Bayern and Audi have been working together confidently, respectably and to the advantage of both brands for more than a decade and a half. Now it is assured that this partnership will continue throughout the nearly ten years ahead.”

For the entire fleet provided by Audi to FC Bayern, an average maximum level of 95 grams of CO2/km has been agreed to for the entire term of the agreement. This practically equates to the legal requirement to be met by manufacturers’ fleets as of January 2020. At least half of all vehicles will be electrified in the future.

Andreas Jung, Executive Board Member of FC Bayern München AG for Marketing, says: “Both Audi and FC Bayern value a forward-thinking focus and innovations on the one hand as well as consistency and dependability on the other. Both partners share a commitment to being ‘number one’ in Germany. We greatly look forward to many joint activations, to many joint events and to many more joint years with Audi.”

By prolonging their agreement, both partners have a long-term planning horizon for further activities designed for sustainability. In terms of substance, the commitment is put on a new basis: The vehicle partnership under which all of FC Bayern’s stars and officials drive Audi models is turning into a strategic collaboration in a joint effort of advancing the areas of electrification and use of innovative marketing activities and dialog platforms.

Audi is planning to expand its activities as a mobility partner in the coming years, focused on electrification, digitalization and mobility services. Players and officials will continue to drive Audi cars.

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