Following the 2022 European Championship, Germany is experiencing a huge increase in interest in women’s football, as demonstrated by the record 44,808 supporters at the DFB Women’s Cup final in Cologne. As a dedicated player in this regard, Audi has joined forces with FC Bayern Women to launch the “Werde #12teFrau” campaign, which aims to raise the profile of women’s football. To promote fan culture, Audi enlisted renowned female artists from Munich to create limited-edition badges. Funds raised from this program will be used to fund a project that will allow eleven women’s teams to experience a FCB Women’s home game.
With the participation of many celebrities, the campaign is highlighted by a video where FCB Women’s players and FCB Men’s players play together “the 12th woman”.
“Audi is committed to diversity and inclusion, values that are at the core of what we do. We are proud to raise the profile of women’s football in partnership with FC Bayern Women,” said Christian Schüller, Director of Sports Marketing at Audi. Since 2021, the brand with the four rings has fully supported the women’s team of FC Bayern Munich, completing its long-standing partnership with the men’s team established in 2002.
Special limited edition badges are also available in the Audi online store. Six female artists from Munich were asked to design twelve unique badges with a strong message. Munich designer Ayzit Bostan even created a fan jacket. This limited series, each offering twelve crests, is sold at FC Bayern World in Munich or online, at a price of 12.12 euros.
Profits from this operation will enable Audi to fund a project with FC Bayern to invite eleven women’s teams to FC Bayern Women’s home games next season. A shuttle service will be set up to transport young players between the FC Bayern campus and the stadium, giving them the opportunity to meet their idols. Interested women’s teams are invited to apply.
Audi will organize an accompanying program during the end of the season
“Audi’s #12teFrau campaign marks an important step. We hope that the growing popularity of women’s football will continue to grow. Football does not have to be more feminine, but it has to be more diverse,” says Lina Magull, a player of the German national team.
In the FCB Women’s season finale against 1. FFC Turbine Potsdam (May 28, 2023, 2:00 pm), Audi will play an important role as broadcaster on the day. Before the start, the company with four rings will organize a series of animations including food trucks, a stage with animators and live music. In addition, Audi will be giving away prizes as part of the #12teFrau campaign. The match at the FC Bayern campus is already sold out.
To find out more and watch the campaign clip, go to fc.bayern/12tefrau.
Diversity and inclusion: Audi’s promises
Audi places diversity and inclusion at the heart of its corporate strategy. Since 2017, a dedicated department has coordinated the company’s initiatives to include in all activities. Audi has implemented many measures to facilitate its transition to a more inclusive company, including audits to ensure equal opportunities in HR processes, targeted training, mentoring programs and flexible working models, such as job sharing at management levels.
Audi aims to increase the number of women in the second management level to 20% and in the first management level to 12% by the end of 2025. The company is also committed to the integration of people with severe or life-related disabilities. performance. As an active member of Charta der Vielfalt eV, an association that promotes diversity in the workplace, Audi employs people of more than 100 different nationalities at its German sites.