When it comes to vehicle partnerships with Bundesliga clubs in the first and second divisions, the Ingolstadt carmakers are the most frequently represented brand. Within the framework of these cooperations, the clubs are already relying for the most part on electrified fleets. And the trend is rising.
Audi at the forefront of professional clubs’ e-fleets
In the current Touremo survey, the clubs indicated the manufacturers of the e-vehicles used. Audi was at the top of the ranking with a total of 12 mentions. This means that at more than the seven partner clubs, plug-in hybrids or e-tron models are driven by staff, officials or players.
Partnership with FC Bayern
The best-known and most comprehensive partnership has existed since 2002 with the record champion FC Bayern Munich, whose main sponsors and shareholders include Audi AG. At the beginning of 2020, the cooperation was already extended ahead of schedule until 2029. The joint path to e-mobility began in September 2020. Since then, the Bavarian vehicle fleet has been continuously electrified. A large part of the squad and the club’s management have been driving all-electric Audi e-tron or Audi e-tron Sportback cars for some time, and most recently 15 players and officials of FC Bayern now also use the all-electric premium models Audi e-tron GT2 or Audi RS e-tron GT3 as company cars.
At the handover of the vehicle at the Audi driving experience centre in Neuburg, the kickers, including Leroy Sané, Leon Goretzka, Serge Gnabry and Robert Lewandowski, were able to test their driving skills and reactions under the guidance of Formula E champions Lucas di Grassi and René Rast. “The power of the Audi RS e-tron GT3 is exciting,” said coach Julian Nagelsmann about the car’s acceleration.
Going electric – that’s the future of mobility.FCB coach Julian Nagelsmann
The fact that the FC Bayern e-drivers were consistently positive about driving pleasure, design, dynamics and sportiness is all the more significant as professionals are usually on the road with high-horsepower vehicles and can therefore compare them with combustion-engine “bolides”.
As part of the ongoing electrification process, FC Bayern and its partner Audi have already installed 21 charging points for electric vehicles at the Allianz Arena. The charging infrastructure is being gradually expanded so that electrified vehicles will soon be able to be charged in other areas of the German record champion’s stadium. However, 38 charging points have already been installed not only at the venue, but also at the training ground.
The charging facilities at the Allianz Arena are an important investment in a sustainable future for usAndreas Jung, FC Bayern Board Member for Marketing, Sponsorship and Events.
Further (e)Mobility partnerships
In addition to FCB, the second-division club FC Ingolstadt 04, based at Audi’s headquarters, is also traditionally supported. From the second division, the traditional clubs Hamburger SV and 1. FC Nürnberg are also supported. Within the first Bundesliga, Audi recently continued its partnership with FC Augsburg, TSG 1899 Hoffenheim and Borussia Mönchengladbach.
In addition to FC Bayern and FC Ingolstadt, another five professional clubs are Audi partners
The clubs each receive between 15 and 30 vehicles – with the share of electric models steadily increasing. Regional sales partners play an important role in the cooperation in terms of activation and vehicle service. These local partnerships create synergies and bring benefits for both sides, because customers and guests make active use of the football clubs’ platforms, according to Philipp Noack, Head of Sales Germany at AUDI AG.
Text: Peter Grett
Image: Audi AG
On 14 April, the next episode of our series “Football Under Power” will be published on the topic of manufacturer commitment: Volkswagen