Audi backs out of the MedCup
AUDI AG is restructuring its commitment in international sailing. Effective immediately, Audi is placing the main focus on supporting national activities and large-scale sailing events, while giving up the role of name-giver and sponsor of the MedCup regatta series.
Audi had been the title sponsor of the MedCup since the beginning of the 2008 season. Most recently, two boats sporting the colours of the carmaker based in Ingolstadt – Audi Sailing Team powered by ALL4ONE and Audi Azzurra Sailing Team – competed in the event as well.
“Wherever Audi is engaged in international sailing our brand stands for sporting competitions at the highest level,” stresses Lothar Korn, Head of Marketing Communications of AUDI AG. Sailing, he says, is one of the core sports of Audi’s sponsoring commitments. “However, in the future we want to put a stronger focus on sailing events in individual countries – be it through the continuation of boat partnerships, commitments at tradition-steeped regatta weeks or at national regatta series,” Korn adds as he explains the decision.
The regattas supported by Audi include the Copa del Rey, for instance, the national Audi Sailing Series in Italy and Kieler Woche, which attracts three million visitors every year.
Audi is paying special attention to the future of German competition sailing. Since 2010 the company has been supporting Sailing Team Germany, the German national sailing team, providing cars to the top sailors and pool vehicles for traveling to and from the regattas and practice sessions. The commitment is aimed at accompanying the talents on their way toward the 2012 Olympic Games in London in the best possible manner.