Audi of America unveiled a one-year pact to be automotive sponsor of the U.S. Ski Team.
The sponsorship builds on the company’s existing involvement with the sport, including its role as title sponsor of the Audi FIS Alpine World Cup and sponsorship of European ski teams.
“Globally, we’re very involved in sports like this, so this made sense.” said Audi spokesman Jeff Kuhlman. “It’s a good fit for our brand.”
Audi will be title sponsor of the women’s Audi Aspen Winternational FIS World Cup in Aspen, CO, on Dec. 7-9, where Olympic champion Julia Mancuso and World Championship medalist Lindsey Vonn are among the favorites.
It was associate sponsor at last week’s Charles Schwab Birds of Prey men’s World Cup races in Beaver Creek, CO, and will be associate sponsor of the Visa Freestyle International World Cup at Deer Valley in Utah in February.
Audi will have on-site signage at the events and will be supplying vehicles to the U.S. Ski Team in U.S. and European venues.
It’s also planning audience participation events at the ski competitions to draw attention to the Audi brand. Kuhlman said Audi is still in the process of developing activation ideas for those events.
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