Another three years for Audi

MedCup sponsorship secure

Friday September 24th 2010, Author: Andi Robertson, Location: Italy

Audi AG and World Sailing Management have signed a new collaboration agreement which extends the German car manufacturer's title sponsorship of the Audi MedCup, the fleet racing through to the end of 2013.

In 2007, Audi AG formed a significant relationship with the MedCup sailing circuit, which a year later developed to become title sponsor allowing the Audi MedCup Circuit to develop over the course of the last three seasons. Audi AG´s renewed commitment means a continuation of this powerful partnership until the start of 2014 and consolidates the circuit’s position at the forefront of world sailing.

Thanks to the commitment of AUDI AG, World Sailing Management, team owners and the local event organisers, the Audi MedCup provides a great global window on world class sailing competition and technology. The popularity of this exciting yacht racing series continues to grow.

Each Audi MedCup event is a festival of sport and forms a platform for sponsorship and promotion for the territories in which it takes place. It also affords a unique opportunity for sailing and non-sailing fans to watch the racing as never before, benefiting from new innovations implemented on the Circuit over the last three years.

At each stop on the Circuit a full programme of events encourages a flow of visitors to the Public Village where they can also follow the races on a giant video screen.

The races are also broadcast live by Audi MedCup TV, a programme launched this season through the Circuit's official web site. Other innovations include the popular live 3D sailing animation Virtual Eye, and the inclusion of a non-sailing guest on board each boat in each race, which enhanced the position of the Audi MedCup Circuit at the forefront of technology and sports promotion.

The success is a project in constant evolution

"Audi AG joined the world’s leading regatta circuit in 2007 as an official partner. The following year they initiated what has been a very successful three year title partnership to become the Audi MedCup Circuit. This partnership links our global brand to one of the most technologically advanced disciplines in sailing. We are proud to extend the relationship for a further three years,” Lothar Korn (GER), Head of Marketing Communications of Audi AG, says.

“The profile of the Circuit has gained in prestige and the thrilling competition has captivated a wider audience. Through our joint efforts as we will strive to ensure the success of the Audi MedCup Circuit together with innovations year on year.”

“The fact that Audi AG has renewed the contract reinforces the Audi MedCup’s success,” explains Fernando Iñigo, Marketing and Communication Director of Grupo Santa Mónica Sports, parent company of World Sailing Management. “The last three years of support from AUDI AG has allowed an unprecedented qualitative leap, by implementing a series of products and services that today are the identifying hallmark of the Circuit. We are facing this new stage with the goal to keep making this sport popular and accessible to a global audience and even more attractive to the sponsors.”

“After four years of sponsorship, the relationship between AUDI AG and MedCup extends so much further than the details of the contract,” adds Ignacio Triay (ESP), Director of the Audi MedCup Circuit. “For us, it means us offering a brand association that automatically communicates prestige and reliability which are of vital importance when we are talking about attracting teams, venues and media. This new agreement consolidates the relationship and keeps the Audi MedCup growing.”

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