Newsstand » Andretti Sports Marketing Awarded Volkswagen Experiential Activations
Andretti Sports Marketing announced today that it has been selected as a provider of experiential marketing services for Volkswagen of America, Inc. Beginning in 2014, as part of a multi-year agreement, Andretti Sports Marketing will manage experiential activations for Volkswagen at events throughout North America. The platform includes auto racing activations, Volkswagen enthusiast experiences, and support of Volkswagen’s partnership with USA Cycling as its official automobile partner.
Andretti Sports Marketing activations will focus on communicating the superior engineering that goes into all Volkswagen vehicles and will showcase the manufacturer’s commitment to eco-consciousness through its “Think Blue.” initiative. The Volkswagen enthusiast and cycling activations will also serve as a springboard to introduce the all-new, 2015 seventh-generation Golf and Golf GTI to the public.
“We’re beyond excited to bring our talented staff and experiential marketing skills to an iconic global brand,” said John Lopes, President, Andretti Sports Marketing. “Volkswagen’s commitment to engage with consumers on the ground in meaningful, yet entertaining ways aligns perfectly with the skill sets of our talented staff at Andretti Sports Marketing.”
The newly announced partnership between Andretti Sports Marketing and Volkswagen follows the February unveiling of VARX, the Volkswagen Andretti Rallycross team, a sponsorship-based partnership between the two racing icons. Andretti Autosport and Volkswagen will field two entries in the Red Bull Global Rallycross Series. “We are delighted to expand the Andretti relationship with Volkswagen beyond the racetrack,” said Starke Taylor, EVP/CMO, Andretti Sports Marketing. “Our marketing partnership with Volkswagen allows us to herald the Volkswagen message across multiple platforms and to diverse audiences. Volkswagen is a brand that represents a responsible, forward-thinking, eco-friendly, and fun lifestyle. We look forward to sharing their passion with consumers throughout the country.”
The first Volkswagen experiential activation to be managed by Andretti Sports Marketing will take place this May at the USA Cycling Collegiate National Championships in Richmond, Virginia, followed by the USA Cycling Pro Road and Time Trials to be held later in the month at the Volkswagen factory in Chattanooga, TN. Andretti Sports Marketing will continue its activation efforts at several prominent Volkswagen enthusiast gatherings throughout the country.