Audi celebrates 10th FC Bayern summer tour as title sponsor for South Korea and Hong Kong
Audi is marking its 10th 'Audi Summer Tour' with FC Bayern Munich, accompanying the soccer champions to South Korea and Hong Kong from August 1-8 as title sponsor.
- 10th
- 2002
- 5th
- 2
What Happened
Audi is accompanying FC Bayern Munich on its 'Audi Summer Tour' for the tenth time, serving as title sponsor and presenting partner for both matches. From August 1 to 8, Germany's most-decorated champions travel to Asia, first to Jeju Island in South Korea, then to Hong Kong. The multi-day tour is part of the team's preparation for the upcoming season and brings top-tier international soccer to millions of fans.
Audi and FC Bayern Munich begin their partnership.
The first Audi Summer Tour takes place.
The anniversary tour visits South Korea and Hong Kong.
Head coach Vincent Kompany's team faces Jeju SK FC at Jeju World Cup Stadium.
FC Bayern plays Aston Villa at the new Kai Tak Stadium in Hong Kong.
The tour's South Korea stop has added significance: the new Audi A6 will be launched there, drawing attention from customers, media, and partners to the next generation of the model. For Audi, the tenth tour is an anniversary rich in symbolism — in soccer, the number ten is traditionally worn by playmakers. Audi and FC Bayern have been partners since 2002, with marketing activities, the tour, and vehicle handovers making up the joint calendar beyond the matches themselves.
- Public training sessions
- Press conferences
- Meet-and-greets with local fans
- Fan zones at the stadiums
- Interactive activities
- Opportunities to meet the players
This year's tour builds on a history that began in 2014, with visits to the U.S., China, Japan, Singapore, and most recently South Korea. The return to Hong Kong and South Korea marks the fifth time the tour has been held in Asia. Audi says the partnership brings people, markets, and cultures together.
Previously from Audi
Days before the tour, the Audi A6 received the IIHS TOP SAFETY PICK+ award, Audi's highest safety rating, making Audi the premium brand with the most top-rated models in 2026. The A6 e-tron also earned five-star NCAP ratings in the U.S. and Europe plus the same IIHS honor. Those recent safety accolades add to the attention expected for the new A6 at its South Korea launch during the tour.
- Audi A6 earns IIHS TOP SAFETY PICK+ award, bringing Audi total to seven top-rated models
- Audi A6 e-tron achieves five-star NCAP ratings in US and Europe, plus IIHS Top Safety Pick+
Background drawn from MotorClaw's earlier coverage of Audi's official releases.
Why this matters
Sports sponsorships are how automakers put their brand in front of massive international audiences, and this one pairs Audi's name with one of the world's most popular soccer teams. The tour also doubles as a marketing stage for the new Audi A6, which launches in South Korea during the visit. Local fans get access to training sessions, meet-and-greets, and fan zones, while Audi strengthens its ties in Asia.
Terms in This Story
- title sponsor
- A company whose name appears in the official title of an event or series, in exchange for prominent marketing rights.
- presenting partner
- A sponsor that receives prominent visibility and association with an event, often secondary to the title sponsor.
Summarised from the linked release; details can be imperfect — always verify against the original source.