Audi drives Hawthorn sponsorship with Greatness Never Rests rooftop football ad

May 5, 2016 9:32

Audi is taking its AFL sponsorship beyond the field

Audi has backed its sponsorship of AFL team Hawthorn with a TV campaign featuring the team’s star players in a high-tech kicking competition on the rooftop of city buildings.

Audi managing director Andrew Doyle admitted the company had some initial concerns about taking the brand into a sport already well represented by rival auto makers such as VW, Ford and Toyota, but saw the alignment with Hawthorn as the coming together of two premium brands.

He said that rather than just rely on the traditional signage and hospitality elements of sponsorship, he wanted to take the partnership further by creating content that would engage people who were not necessarily fans of the code.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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