The first occasion where the two brands will be joining forces is a sporting event in February 2009. The jointly sponsored yacht “Luna Rossa” will be taking part in the Louis Vuitton Pacific Series, with the mainsail and team uniform displaying the Audi and Prada brand logos. The common message is that beneath the aesthetically attractive, dynamic exterior of a yacht, there lies state-of-the-art technology, and only choice materials are used. The products of Prada and Audi reflect such standards in equal measure – both brands are the embodiment of exclusive materials and craftsmanship. This is the start of a series of projects in the field of sport and cultural sponsorship.
Audi and Prada concur that whether in the world of fashion or cars, luxury stems from good design and superlative standards of quality.
Against this backdrop, the two companies are planning to work together this year: “Audi and Prada are strong brands. We aim to pool these strengths and build up a long-term partnership,” explained Peter Schwarzenbauer, AUDI AG Board of Management Member for Marketing and Sales.
“We hope that this partnership will result in top-class projects.”
There is a long tradition of cultural involvement at Audi, and it occupies a central role in the corporate philosophy. Prada’s position is similar: in 1995 the Italian company set up the Fondazione Prada, a foundation to promote contemporary artists, architects, filmmakers and philosophers. 1995 was also the year in which Audi stepped up its cultural involvement and became principal sponsor of the Salzburg Festival. Audi supports and initiates an array of regional activities involving sponsorship of art and culture, but also takes on major projects such as productions by the Bavarian State Opera in Munich. Hand in hand with Prada, Audi aims to step up these activities in a wide range of ways.