Source: Imagn Images/Sam Navarro
[Saba Sports News] According to recent reports from German media, Audi may stop sponsoring Bayern Munich due to its impending takeover of the Sauber F1 team in the next season. It is understood that parent company Volkswagen Group considers it challenging to fund both this and another crucial project simultaneously, thus deciding to withdraw support from Bayern to allocate resources towards its F1 ambitions. Audi has collaborated with Bayern for over two decades, having been partners since the 2002/2003 season. Such long-term cooperation has established strong brand associations. A sudden change in sponsors could impact Bayern’s brand image and continuity in commercial partnerships, requiring time to establish a new model and branding strategy with the incoming sponsor. For Audi, participating in F1 may enhance its global brand awareness and influence, particularly among high-end car buyers and motorsport enthusiasts. Compared to sponsoring Bayern Munich, which also provides brand exposure, the alignment and fit with Audi’s brand identity and market positioning might be stronger in the F1 project.