Sydney, Australia, 17 July, 2015 – European football heavyweights Real Madrid, AS ROMA and Manchester City are now in Melbourne for the inaugural International Champions Cup Australia. As presenting partner of the tournament, Audi Australia is supporting the most significant football event the country has ever seen.
“We are thrilled to be presenting this extraordinary event,” said Andrew Doyle, Managing Director of Audi Australia Pty Ltd.
“As a brand, we are proud of the role we play in global football as long-term partners of Bayern Munich, FC Barcelona, AC Milan and Real Madrid. This inaugural event now allows us to show a similar high level of support to Australian football fans and customers.
“As an automotive innovator, it’s important that Audi partners with the most innovative people and events, and this is a rare opportunity to play a leading role in bringing the world’s finest football talent to Australians,” said Mr Doyle.
From 18 – 24 July, the International Champions Cup tournament will see three of the world’s greatest football teams play to capacity crowds at the famous Melbourne Cricket Ground (MCG).
Real Madrid CF, Manchester City FC and AS Roma will contest three games during a week-long period that will see Audi take over Melbourne with a fully integrated marketing campaign that supports the major event.
Audi’s activations include large-format Out Of Home (OOH), transit and digital platforms, stadium activations, broadcast integration and a social media response lab created in conjunction with Catalyst Media, NineLive and Tourism Victoria.
Customers and football fans alike have also had the opportunity to take part in various major competitions including the chance to train with Real Madrid FC, and to travel with the team to the ICC event in China, and onto the Audi Cup in Munich at the Allianz Arena.
The Melbourne Cricket Ground (MCG) is the beating heart of the campaign, where Audi will sit front-and-centre both on and off the field, to maximise exposure with football fans and sport enthusiasts alike – half of whom are travelling from interstate to attend matches.
Fans that arrive at the MCG early can get up-close with football royalty thanks to the Audi players’ entrance which the ‘home’ team will pass through ahead of each match.
Inside the stadium will be an all-new Audi R8 in eye-popping Vegas Yellow, and flown-in from Europe for pitch-side display at the event. It is not set for local release until 2016.
Audi Australia will also host an extensive hospitality program, entertaining up to 500 guests per night, including a designated spectator bay for 400 Audi customers and catering from an exclusive, purpose-built food and beverage outlet.
Those watching from home will see extensive Audi brand integration as part of the German luxury carmaker’s presenting partnership with local broadcaster, Channel Nine. Shown on GEM, viewers will be able to vote for the official man of the match via Nine’s Jump-In platform, to be awarded immediately following the final match whistle.