As a core element of their marketing and brand awareness strategy, Audi wished to strengthen their connection with soccer in the US. To help them to do so, ISL identified a unique opportunity to align Audi and FC Barcelona, in order to present the sporting performance and dynamism of the brand to a grassroots American soccer audience.
The Client
Audi is one of Germany’s most prestigious automobile manufacturers, and one of the best-selling luxury automobile brands in the world. Its brand identity is focused on technology, strategy, and team spirit, making it a perfect partner for the sport of soccer.
The Second Generation Q7 is Audi’s flagship crossover SUV. Lighter, more efficient and more technologically advanced than the original Q7, the new line is truly luxurious and sophisticated.
The Challenge
As an established partner and sponsor of regional and international sport for decades, Audi had set a new objective to more closely align their brand with soccer in America. They had already made progress towards this goal in 2015 when they signed a partnership agreement with Major League Soccer, becoming the Official Automotive Partner of MLS.
In the summer of 2016, Audi wished to build off their extended sponsorship agreement with FC Barcelona to further reinforce their relationship with the club, and with American soccer. They identified the perfect opportunity to do both by integrating the launch of their Second Generation Q7 with the FC Barcelona Escola Camps.
