The partnership between Audi and Real Madrid has been ongoing since July 2003, with football players changing their everyday cars every year. The German manufacturer noted that “common values for the automotive and sports world are valid after 16 years and unite the Royal Club and Audi.”
Sponsorship agreements between automakers and top football clubs are not uncommon, although factory unions do not always support sports spending. A year ago, FIAT went on strike in protest against the transfer of Cristiano Ronaldo to Juventus in Turin for 105 million euros. The union considered such spending unacceptable in the face of financial difficulties for workers.