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Audi Supports Olympic and Paralympic Athletes until 2016


• Audi to present TV broadcasts from London on ARD and ZDF
• Partnership with German Olympic Sports Confederation (DOSB) and the National Paralympic Committee Germany (DBS) has been extended
• Audi driving experience for all German medalists

Audi will continue to back the German Olympic and Paralympic athletes. The automaker from Ingolstadt has extended its partnership with the German Olympic Sports Confederation (DOSB) and the National Paralympic Committee Germany (DBS) until the end of 2016.

“Through this partnership we are supporting Germany’s best athletes,” says Michael-Julius Renz, Head of Sales Germany of Audi AG. Together with DOSB President Dr. Thomas Bach and DBS President Friedhelm Julius Beucher he announced the extension of the agreement during the DOSB’s Parliamentary Evening in Berlin yesterday. “Through the Olympic and Paralympic Games sporting disciplines receive the attention which the athletes and their achievements deserve.”

For the DOSB, the continuation of the partnership with Audi is an important signal: “We are proud that such a recognized brand from the German business community will accompany us for another four years. Like the DOSB, Audi stands for sportiness and success. Audi’s commitment confirms the appreciation expressed to the athletes of the German Olympic team. This provides further motivation in the contest for top performances,” says DOSB President Thomas Bach. DBS President Friedhelm Julius Beucher is delighted about the continuing collaboration with the brand based in Ingolstadt as well. “The Paralympic topic deserves strong and reliable partners. The DBS and its team know that in Audi they are backed by a company that is fully committed to the sport – which is a further source of motivation.”

Audi has been involved in national and international top-caliber sport for decades. The commitments include partnerships in soccer as well as in golf or sailing and in winter sport where Audi not only presents the Alpine World Ski Championships but also partners with a total of 15 national teams. All disciplines in which Audi is active are or will become Olympic ones. The support of the DOSB and DBS complements this program.

Audi’s negotiation partner for the commitments in the Olympics and Paralympics is Deutsche Sport-Marketing as the official marketing agency of the two confederations. For Managing Director Axel Achten, the continuation of the collaboration plays a forward-thinking role: “More and more companies are deciding to engage in overarching partnerships to invigorate the collaborative relationships and to interlink various contents. Audi is a wonderful example of how such a model can be successfully put into action.”

During the Olympic Games in London (July 27 to August 12, 2012) Audi will be accompanying the German athletes and fans. The brand with the four rings will present the TV broadcasts from England on ARD and ZDF. In addition, all print ads in Germany will bear the Olympic partner logo. In London, Audi will provide 60 shuttles to the German House, including four AUDI A1 e-tron cars. One of the electric vehicles will be sporting the German colors. The German House itself will include an Audi Lounge at which athletes and visitors can meet. All Olympic and Paralympic medalists in London will receive an invitation to an Audi driving experience by Audi via the Olympics and Paralympics pass.

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