The beloved Bavarian football (soccer for our American fans) club's team continues its promotional duties alongside big-time sponsor Audi and endorses the Q8 e-tron in significantly growing markets.
FC Bayern – also known as Fußball-Club Bayern München e. V. is a renowned German professional sports club in Munich, Bavaria. As the most successful club in German football history, it naturally has a humongous fan audience worldwide. Plus, it's a storied destination, founded in 1900 by just eleven football players.
Audi – the luxury subsidiary of Volkswagen AG – is headquartered in Ingolstadt, Bavaria, Germany, and is no stranger to marketing commitments alongside football teams. Most recently, they have embarked on the Audi Summer Tour that will see the company and FC Bayern share the pitch in a couple of major growth markets in the Asian region.
As part of the pre-season shenanigans, the Audi Football Summit will see FC Bayern play a friendly match against Champions League winners Manchester City in Tokyo, Japan. More games will occur across other venues, including against Kawasaki Frontale in Tokyo and against Liverpool FC in Singapore.
The Audi Summer Tour 2023 will take place between July 24 and August 3, and both FC Bayern and Audi have new signings to present in the matches between the reigning German champions and Premiere League stalwarts like Liverpool or Manchester City, which has former FC Bayern coach Pep Guardiola on board. For the football team, the new names include Raphaël Guerreiro and Konrad Laimer, for example, while for Audi, that would be the Q8 e-tron.
Recently facelifted and having its name changed from e-tron to Q8 e-tron, the battery-powered mid-size luxury crossover produced by Audi since 2019 has both regular and Sportback body styles. On this occasion, though, the emphasis is on the regular Audi Q8 e-tron, which has joined the fray for its official launch in Japan in a very special livery. As such, the company adorned the EV crossover with the unique Summer Tour color scheme, which has special decals to honor the FC Bayern football club. Additionally, the RS e-tron GT will also make an appearance in the same colorful manner.
More precisely, the colors of black, green, and purple directly nod to the FC Bayern Munich team's new away jersey – not just the Audi Summer Tour. "This year, the Audi Summer Tour offers our fans in Asia the opportunity to experience FC Bayern players live for the first time in five years. We are looking forward to our time in Tokyo and Singapore, where our fan base across the region continues to grow. We want to create even more enthusiasm for soccer there and, together with our partners, inspire people beyond the pitch itself," explained Andreas Jung, Executive Board Member responsible for marketing at FC Bayern.
The last time they were in Asia, in 2017, the German team only visited China and Singapore – this will be their first time in Japan since 2008. The schedule includes head coach Thomas Tuchel's team brawl with the Champions League winners Manchester City on July 26 in Tokyo, followed by the match against Japanese top-league club Kawasaki Frontale on July 29, and the Singapore Trophy presented by Audi appearance on August 2 against Liverpool FC. The most important battles will be broadcasted for free by RTL on German television (at noon), or all of them can be viewed on the pay-TV channel Sky.
Aurel has aimed high all his life (literally, at 16 he was flying gliders all by himself) so in 2006 he switched careers and got hired as a writer at his favorite magazine. Since then, his work has been published both by print and online outlets, most recently right here, on autoevolution. Full profile
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