Audi sees off BMW in Bayern Munich sponsorship race

Audi overtakes BMW in Bayern Munich sponsorship race

Audi has seen off competition from BMW on its rival’s home turf to claim a prized sponsorship deal with Bayern Munich.

Germany’s top football team had been subject to a bidding war between the automotive giants, with BMW initially in the driving seat to secure a high-profile sponsor role for both the football and basketball teams.

That putative deal fell apart however just as Bayern secured their seventh straight title win after Audi boss Bram Schot, who offered the club a package it could not refuse in order to remain as sponsor through to 2025.

BMW faced a bill of as much as a billion euros over 12 years to wrest the trophy sponsorship from Audi’s grasp, a bill which ultimately it could not justify amid sliding profits.

A chastened BMW has had to set aside 1.4bn euros to cover potential fines relating to its participation in a cartel and must also allocate resources to the development of driverless and electric cars – all at the same time as it weathers a 74.2% slump in profits over the first quarter.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.