Photo: Audi
In a very short period of time, gaming has grown to be for many people not a way of passing the time, but a means to earn a living. With esports championships being organized in an increasing number of countries, the exposure ensured by this type of competition is slowly gaining traction among carmakers.
For a while now Mercedes-Benz has been supportive of kids who like to stay glued to a chair in front of a console and even awarded a 50,000 euro car to the most valuable player of the Dota Major Championships in February.
On Thursday, another German carmaker announced it is diving into this phenomenon: Audi said the next step in its commitment to sports sponsorship lies in esports, and for this reason decided to tie the knot with Fokus Clan and become partner to the esports team of FC Ingolstadt 04.
As part of the agreement, Audi’s logo will be included on the Fokus' clothing and social media channels. In exchange for the favor, a specially branded Audi Q7 e-tron that is equipped with an integrated Sony PlayStation 4 will accompany the team in its travels for the first six months of the agreement.
“esport opens up new and exciting marketing opportunities for us. esport is dynamic and far more flexible than many traditional sports,” said in a statement the head of Audi’s sports marketing, Thomas Glas.
“This makes a commitment to esports particularly attractive for Audi and ideally complements our digital communication strategy.”
This is not the first time Audi has gotten involved with esports, but it is to be expected this partnership will lead to more similar moves in the future. The brand with four rings also sponsors the esports team of FC Bayern München Basketball, Bayern Ballers Gaming (NBA2K). In Denmark, Audi has a tie-up with the Astralis esports clan.
On Thursday, another German carmaker announced it is diving into this phenomenon: Audi said the next step in its commitment to sports sponsorship lies in esports, and for this reason decided to tie the knot with Fokus Clan and become partner to the esports team of FC Ingolstadt 04.
As part of the agreement, Audi’s logo will be included on the Fokus' clothing and social media channels. In exchange for the favor, a specially branded Audi Q7 e-tron that is equipped with an integrated Sony PlayStation 4 will accompany the team in its travels for the first six months of the agreement.
“esport opens up new and exciting marketing opportunities for us. esport is dynamic and far more flexible than many traditional sports,” said in a statement the head of Audi’s sports marketing, Thomas Glas.
“This makes a commitment to esports particularly attractive for Audi and ideally complements our digital communication strategy.”
This is not the first time Audi has gotten involved with esports, but it is to be expected this partnership will lead to more similar moves in the future. The brand with four rings also sponsors the esports team of FC Bayern München Basketball, Bayern Ballers Gaming (NBA2K). In Denmark, Audi has a tie-up with the Astralis esports clan.
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