Audi Taps Stephen Colbert To Win Affluent Fans In Sailing Sponsorship

April, 2011 – This Luxury Daily article discusses Audi’s strategy is to gain exposure and to develop a good feeling among the affluent audience (http://www.luxurydaily.com/audi-taps-stephen-colbert-to-win-fans-in-sailing-sponsorship/).

By Rachel Lamb

German automaker Audi has partnered with Stephen Colbert in the Charleston Bermuda sailing race where the comedian will be the honorary captain of the boat.

Sailing, similar to polo, golf and tennis, attracts an affluent audience. Audi is using a popular figure to build awareness throughout the event and attract fans more likely to buy its products.

“Audi has a long-standing relationship with Stephen Colbert and is happy to support him on his race to Bermuda,” said Andrew Lipman, communications manager at Audi of America, Hernon, VA.

“Mr. Colbert is an Audi driver and over the years we’ve worked with him in various capacities,” he said. ”Audi is a brand that stands for progressive luxury and redefining the affluent experience, and Mr. Colbert reaches an audience that is like-minded.

“The partnership is a natural fit. With Mr. Colbert, Audi is giving enthusiasts another reason to enjoy the brand and have fun with the experiences Audi offers.”

The partnership was made public at the New York Auto Show on April 20 in a presentation with Mr. Colbert and Audi of America president Johan de Nyschen.

Off to the races
“The Audi” yacht will feature the trademark Audi rings on its sail. It is a 65-foot-long ocean-racing yacht.

The Charleston Bermuda Race, beginning May 21, will travel around the infamous Bermuda Triangle.

Besides Audi, other sponsors include Gosling’s Black Rum, Garden & Gun and Chelsea Clock.

The biennial race is said to have been one of the most difficult races in the Western hemisphere.

This is Mr. Colbert’s second time competing in the 777-mile race, but his first year as “Morale Officer.”

The race kicks off in Charleston Harbor, SC, and ends in Bermuda. A three-day celebration will follow.

Audi will provide real-time updates on Mr. Colbert’s progress as he crosses the Atlantic.

The Charleston Bermuda Race Facebook page includes additional information about the event, including a promotion with Steven Colbert from his show, “The Colbert Report.”

“Sailing competitions attract a very affluent audience of fans and participants,” said Ron Kurtz, principal of the American Affluence Research Center, Atlanta.

“The brand’s strategy is to gain exposure and to develop a good feeling among the affluent audience and participants in this event,” he said.

Audi toity
Old-world sports such as racing, sailing, polo and golf have been frequently linked to affluent consumers.

For example, Hugo Boss dedicated a mobile application to let consumers follow the brand’s journey during the Barcelona World Race 2010/11 via videos, images, blogs and tracking the voyage on a map (see story).

Meanwhile, Rolex used its sponsorship of US Sailing Rolex Miami OCR Olympic and Paralympic championships to reach affluent, athletic males that represent the brand’s target audience (see story).

“This gives [Audi] a connection with and exposure to an affluent audience and the participants that appreciate the corporate support that is necessary to fund such events,” Mr. Kurtz said.