Audi has now been the official vehicle partner of Hamburger SV since the second half of the 2008/2009 Bundesliga season, and is also involved in “Der Hamburger Weg” (The Hamburg Way), the social initiative of the only team that has always played in the Bundesliga since the league was first established.
Audi and HSV have agreed on a comprehensive package of joint activities. The trainer, the chairman and other officials are therefore driving cars from the Ingolstadt carmaker’s sporty model range. In return, Audi is able to publicise itself through its vehicles and other activities at Hamburg’s stadium, the Imtech Arena.
Pulling in an average crowd of more than 55,000 for its home games, Hamburger SV is one of the best-supported teams in the Bundesliga. “There are few German cities where there is such a passionate bond between a club and its supporters. And passion is a key facet of our vehicles,” remarked Dietmar K. Elsasser, General Sales Manager for AUDI AG’s North Region. “Hamburg is one of the largest single car markets in Germany, so for us as a manufacturer it is one of the most important in the country.”
By supporting “Der Hamburger Weg” through its partnership, Audi will in addition be exercising social responsibility in Hamburg. This new initiative on the part of Hamburger SV combines classic sponsorship with social commitment. “Der Hamburger Weg” is a long-term alliance between sport, politics and business that will support selected projects in Hamburg. “We hold Hamburger SV social involvement in very high esteem and are delighted to be able to support these activities straight away,” commented Dietmar K. Elsasser.