Marketing & Sponsorship

Audi Sport to End Factory-Supported GT3 Programs

Automobile company, sport outfit, Audi Sport customer racing will shutter its factory-supported GT3 activities and eliminate its works driver pool at the end of the year as part of a major restructuring from the German manufacturer.

Confirmed in a memo sent to its customer teams on Tuesday, Audi Sport customer racing is set to end its ‘strategic operations’ while also halting new sales of its GT2, GT3, GT4 and TCR models “after Q1 2024.”

The homologations of these cars, which are still available for order, will be extended by at least one cycle, with on-site customer support service set to continue for the foreseeable future.

Speaking with Sportscar365, Head of Audi Sport customer racing Chris Reinke explained that a decision from the board was made on Monday, with Audi Sport managing director Rolf Michl deciding to inform its partners and customers today of the developments.

“In short notice, we had the possibility today, all day, to first talk to the employees, the drivers, to the team bosses to our satellite [offices] overseas, and so on, to share our plans,” Reinke said.

“On top of that we sent out [a memo] to our clients to explain what’s going on, because at the end, it’s a transformation of our main business scope.

“But as it’s the most important out of my perspective, it is the confirmation of Audi Sport customer racing’s future.

“All of the cars which are in the hands of customers, we will provide engineering support, we will re-homologate. We have an engineering team who will bug fix, if bugs come up and all that.

“We will continue to give 100 percent support to all those cars in the hands of customers, also for the future. It’s not the end of Audi Sport customer racing.”

Reinke said its strategic programs in Fanatec GT World Challenge and DTM will continue through the end of this year prior to a refocusing entirely on customer racing beginning in 2024.

Among the factory drivers affected in Audi Sport’s 14-driver pool are Christopher Mies, Frederic Vervisch, Christopher Haase, Markus Winkelhock, Mattia Drudi, Ricardo Feller and Patric Niederhauser.

A number of others, including Rene Rast, Kelvin van der Linde, Dries Vanthoor and Robin Frijns, had departed the German manufacturer prior to this year.

“We have informed [them] today that we won’t have the possibility to run them in the pro environment, which is the base of the lineup today,” Reinke said.

“We will now get into one-by-one dialogue and see how we can support and depart with the best manner and see how we can respectfully find a solution for each single one of them.”

Reinke said the reason behind the restructuring was two-fold, directly influenced by the end of production for the R8 road car as well as Audi’s newly announced venture into Formula 1 beginning in 2026.

With Audi Sport’s strategic operations mostly focused on the European market, following its earlier withdrawal from Intercontinental GT Challenge powered by Pirelli, Reinke said the changes will not have a significant impact on customers in other regions.

He indicated that the Audi R8 LMS GT3 Evo II, for example, could theoretically be eligible to race until 2032, per the FIA’s rule that allows cars to be homologated for up to eight years after the end of its road car production.

Additionally, Audi’s customer support network will remain unchanged.

“Audi Sport customer racing will be out there,” Reinke said. “It will be the same people, the same staff.

“They will continue on the customer management side, the race track engineers, the spare part trucks, the complete parts logistics will be run, as before unchanged, out of Neuburg.”

Reinke said a total of 600 cars have been sold to approximately 200 operators worldwide, which he foresees to be largely unaffected.

“If I look into Australia, into China, into the U.S., they have now guaranteed support, which we never put into question, but if they have the desire for a confirmation, now they have it,” he said.

“The far majority run independent efforts and will have all of the possibilities from our end to keep running independent [programs] also for the future.”

Future Projects Undecided at Audi Sport Customer Racing

Reinke added that Audi has not ruled out future projects in the sports car racing world, although none have been decided as of now.

“From my perspective, there are quite a few very interesting projects at the moment up in the air for decision,” he said. “It’s my absolute hope that we get those decided very soon. But as long as they’re not decided, they’re not to be communicated.

“I really hope, also to keep the team together at Audi Sport customer racing, that we can use the potential and capability and talent within our operation for future projects.”

Marketing & Sponsorship

AB InBev Named Official Beer Sponsor Of The FIFA Club World Cup 2025

FIFA has extended its partnership with AB InBev as the official beer sponsor of the upcoming 2025 FIFA Club World Cup from June 15 to July 13.

AB InBev is also a sponsor of the 2026 FIFA World Cup, which will be co-hosted by 16 cities in Canada, Mexico and the United States, the brewer noted.

The brands Budweiser and Michelob Ultra will lead the partnership, complemented by local brands in select markets.

‘New Global Tournament’
FIFA president Gianni Infantino said, “AB InBev has been an iconic sponsor of our events for almost 40 years. Today, we are delighted to welcome them as a partner of the new FIFA Club World Cup.

“We are at the beginning of a journey that will redefine club football and bring a new global tournament to life. With AB InBev’s brands by our side, we can create unforgettable moments for football fans around the world.”

FIFA Club World Cup 2025 will see the participation of 32 of the world’s best football clubs for a month-long tournament across 11 host cities.

‘Multifaceted Sponsorship’
As part of the multifaceted sponsorship, AB InBev will create unique brand experiences in participating countries, present the “Superior Player of the Match Award” and amplify memorable moments from the tournament.

“Our brands are at the heart of the world’s most meaningful cultural moments and iconic sporting events,” said CEO of AB InBev, Michel Doukeris.

“Our partnership with the FIFA Club World Cup continues this tradition by bringing beer and sport together for fans around the world, creating more moments of togetherness and conviviality. We look forward to activating this unique tournament with FIFA next summer.”

ESM Magazine

Marketing & Sponsorship

Man City Lose Landmark Premier League Sponsorship Vote As Clubs Turn Against Champions

Premier League clubs have approved changes to the league’s Associated Party Transactions (APT) rules in a bitter blow to Manchester City.

City challenged the APT rules, which assess whether deals between clubs and entities linked to their ownership represent fair market value, on competition law grounds earlier this year.

An arbitration panel found aspects of them unlawful, which City insist makes the entire set of rules “void” until the panel provides further guidance.

Despite this, the vote to update the league’s rules on APTs was held regardless, and needed to be backed by 14 of the 20 clubs to pass. City had hoped that they were on course for victory having received high-profile backing from Aston Villa in the run-up to the decision.

However Villa’s public endorsement of City’s cause and calls for the vote to be pushed back by 90 days has not proven to be enough, with as many as 16 clubs believed to be in favour of the changes.

A Premier League statement read: “The amendments to the rules address the findings of an Arbitration Tribunal following a legal challenge by Manchester City to the APT system earlier this year.

“The Premier League has conducted a detailed consultation with clubs – informed by multiple opinions from expert, independent Leading Counsel – to draft rule changes that address amendments required to the system.

“This relates to integrating the assessment of Shareholder loans, the removal of some of the amendments made to APT rules earlier this year and changes to the process by which relevant information from the League’s ‘databank’ is shared with a club’s advisors.

“The purpose of the APT rules is to ensure clubs are not able to benefit from commercial deals or reductions in costs that are not at Fair Market Value (FMV) by virtue of relationships with Associated Parties. These rules were introduced to provide a robust mechanism to safeguard the financial stability, integrity and competitive balance of the League.”

The Premier League champions had believe the changes to be “unlawful”, having initially brought the legal challenge in June when the Premier League rejected their claim that a new deal between the club and shirt and stadium sponsors Etihad Airways had been at a fair market price.

Villa had been particularly vocal on the issue in recent weeks, with club chairman Nassef Sawiris writing to the other 19 clubs to urge caution and call for a delay to the vote.

In statement to the Daily Telegraph, Sawiris said: “In our view, a vote in 90 days on amended terms taking into consideration the tribunal’s findings will have a significantly greater chance of securing the unanimous support of all 20 Premier League clubs.”

Marketing & Sponsorship

FIFA Announces Multi-Year Agreement With Rock-it Cargo

FIFA has selected Rock-it Cargo, a Global Critical Logistics (GCL) company, as the Official Logistics Provider of the FIFA World Cup 26™ – the game-changing edition of the tournament set to take place across 16 Host Cities in Canada, Mexico and the USA from 11 June to 19 July 2026.

“In Rock-it Cargo we have found the perfect partner to entrust with the critical logistics services for the biggest FIFA World Cup ever.”

Rock-it Cargo will help FIFA create history, providing multi-year planning, management and event-logistics services as the FIFA World Cup™ expands to 48 teams and 104 matches across three countries and 16 Host Cities in 2026.

Appointed following a highly competitive request-for-proposal process, Rock-it Cargo demonstrated exceptional experience in planning and delivering event logistics to the world’s most complex and high-profile sporting and entertainment events.

FIFA Secretary General Mattias Grafström said: “In Rock-it Cargo we have found the perfect partner to entrust with the critical logistics services for the biggest FIFA World Cup ever. We’ve been impressed by Rock-it Cargo’s experience and attention to detail, teamwork and passion to deliver operational excellence. Their global model fits perfectly with our extensive ambitions for the tournament.”

As the Official Logistics Provider of the FIFA World Cup 26, Rock-it Cargo will provide planning, management and event-logistics services, including with regard to customs and international freight forwarding, warehouse and distribution operations, on-site venue operations at the International Broadcast Centre and team equipment operations.

The multi-year partnership will begin in 2025, with Rock-it Cargo providing selected services for the new FIFA Club World Cup™ to be hosted across 12 stadiums in 11 different cities in June and July next year. The partnership will expand in scope to include a broader range of services for the FIFA World Cup a year later, with Rock-it Cargo also taking up a position as a Tournament Supporter for the game-changing global event.

President and CEO of GCL, the parent company of Rock-it Cargo, Daniel Rosenthal said: “We are deeply honoured to have been selected by FIFA to support the planning and delivery of the biggest FIFA World Cup ever. For nearly 50 years our team has been trusted by the world’s biggest artists and North American sports leagues to deliver extraordinary experiences through extensive planning, contingency management and outstanding event coordination. We look forward to drawing on our experience in the FIFA World Cup 26 stadiums and Host Cities to help successfully execute the 39-day tournament.”

Beyond its direct relationship with FIFA, Rock-it Cargo’s status as FIFA’s Official Logistics Provider – combined with its deep North American operational and customs experience, centralised warehouse infrastructure and last-mile ownership – will enable a more efficient and sustainable logistics service to be provided to FIFA’s partners, vendors, broadcasters and other stakeholders.