American Marketer


Audi revitalizes partnership with Yankees for 2015 season

April 15, 2015

Yankee Stadium Yankee Stadium


German automaker Audi is renewing its relationship with Major League Baseball team the New York Yankees to further cement the long-standing affiliation with the franchise.

As a result of the multi-year partnership, Audi will be able to reach repeat Yankees fans with opportunities and promotions throughout the season. Upholding sport collaborations through multiple seasons gives luxury brands a chance to create more meaningful relationships with the team and its fans.

“We are honored to renew our long-standing relationship with the Yankees organization,” said Jeff Tolerico, Eastern region director of Audi of America.

Go team
Audi will continue to be the title sponsor of the Audi Yankees Club, a ticket-only section of the SAP Suite Level in left field of Yankee Stadium that provides fans with protection from bad weather and exclusive food and drink options.

Once a month, Audi will takeover Audi Yankees Club by bringing in a celebrity chef to offer different food options and provide other interactive activities for fans.

Audi club at Yankee Stadium

Audi Club at Yankee Stadium

The club is adorned with Yankees memorabilia from the franchise’s history. It is 4,500 square feet of indoor space and provides floor-to-ceiling windows looking out to the stadium.

The Yankees opened their season against the Toronto Blue Jays on April 6. The MLB season can last through October.

Throughout the entire season, Audi consumers will be able to benefit from loyalty privileges. Also, the presence of Audi as the official luxury automotive partners of the Yankees will likely strengthen the automaker’s ties with New York and the tri-state area.

Team Audi
Many luxury brands choose to pair with specific athletes, but Audi has had a long relationship with athletic teams.

For instance, the German automaker highlighted its challenger spirit with a multi-year partnership with Major League Soccer that will make the brand’s presence visible in regular season and playoff matches.

The season kicked-off March 6 with a game between LA Galaxy and Chicago Fire, and Audi aired its soccer-themed commercial during the game. Since millennials are the largest fan base for the league, Audi will likely connect with the young die-hard fans throughout the season (see story).

Audi's presence with soccer and New York was further cemented during last year’s World Cup.

The automaker broadcasted the scores of the FIFA World Cup on a 40-foot shipping container display in the Greenpoint neighborhood of New York’s Brooklyn borough.

As World Cup fans in New York went about their days and celebrated or mourned their team’s performance, the scoreboard may have provided an extra boost of excitement. Although almost every bar and restaurant in New York had some sort of World Cup promotion, Audi managed to insert itself into the tournament’s narrative by executing a simple yet hugely visible display (see story).

Athletics can see a similar audience to automobile brands, but choosing the right teams and sports, especially for luxury automakers, is the most important part of the relationship.

“Similar to Audi, the Yankees continue to pursue excellence both on and off the field,” Mr. Tolerico said.

Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York