The Study Of Audi Car Group Sport Marketing Strategy

Currently, with the more and more fierce competition in the market, increasing enterprises are devoted themselves into sport marketing. Audi Car Group, the world leading high-end car brand, is born with sport gene and has a high sport preference. In the past 30 years, Audi Car Group practiced sport marketing through Olympic Games, football, sailing, winter games, golf, equestrian and racing cars in order to communicate with consumers, improve its branding as well as consolidate the position in car market. Definitely, thanks to the insistence in sport marketing, Audi Car Group has witnessed a dramatic improvement. However, whether the current sport marketing principle can continue work magically in the next few years, the paper will discuss it.The sport marketing strategy of Audi is the object in this paper, and it is studied through literature review, theoretical research, interview and field study. Taking Olympic Games, football, sailing, winter games, golf, equestrian and racing cars as sponsorees, Audi Car Group realized its marketing objective through providing official cars, sponsoring athletes and hosting "Audi Car" named events.Analyzing the current marketing and sport marketing strategy of Audi Car Group, some advices have been raised based on the internal and external analysis of Audi Car Group:firstly, selecting more marketing objectives which are relevant with Audi's image and brand; secondly, sponsoring teams, organizations besides single players, which can improve the connection between Audi and the event; thirdly, setting up a Sport Marketing Department and hiring experts to operate; lastly, coordinating with advertising, marketing campaigns and PR.