Audi Summer Tour 2026: FC Bayern Heads to Asia, A6 Debuts

The annual Audi Summer Tour will feature FC Bayern Munich traveling to South Korea and Hong Kong from August 1 to 8, 2026. This year marks a significant milestone, as it is the tenth time Audi has served as the title sponsor for the German soccer club's international pre-season tour. A notable event during the tour will be the official launch of the new Audi A6 in South Korea, combining sports and automotive news.

Tour Schedule and Matches

FC Bayern Munich, under the leadership of head coach Vincent Kompany, will commence their 2026 Audi Summer Tour on Jeju Island, South Korea. The team is scheduled to play against local club Jeju SK FC at Jeju World Cup Stadium on August 4. This match serves as a key part of their pre-season preparations.

Following their engagement in South Korea, the tour will proceed to Hong Kong. There, on August 7, FC Bayern Munich will compete against English Premier League club Aston Villa at the newly constructed Kai Tak Stadium. These high-profile matches are designed to bring top-tier international soccer to millions of fans across Asia.

Fan Engagement and Vehicle Launch

Beyond the two main matches, the Audi Summer Tour incorporates a comprehensive program of fan engagement activities. Throughout the week-long tour, FC Bayern Munich will host public training sessions, conduct press conferences, and participate in meet-and-greets, offering local fans direct interaction opportunities. Dedicated fan zones will also be established at both stadiums, providing interactive experiences and additional player engagement.

A significant commercial highlight of the South Korean leg of the Audi Summer Tour is the official regional launch of the new Audi A6. This event is strategically timed to leverage the attention generated by FC Bayern Munich's presence, aiming to attract interest from potential customers, media outlets, and industry partners in the Asian market. The vehicle's debut adds a distinct automotive focus to the sporting event.

A Decade of Partnership and Global Reach

The 2026 Audi Summer Tour celebrates a decade of Audi's role as the title sponsor for FC Bayern Munich's international pre-season tours, which first began in 2014. The broader partnership between Audi and FC Bayern Munich has been in place since 2002, encompassing various joint initiatives beyond just match-day marketing, including vehicle handovers and other collaborative projects.

This year's tour marks the fifth occasion the Audi Summer Tour has visited Asia, building on previous expeditions to regions including the U.S., China, Japan, Singapore, and earlier visits to South Korea. The return to Hong Kong and South Korea underscores the importance of these locations as key markets for both the football club's global fanbase and Audi's automotive business, fostering cultural and market connections.

The 2026 Audi Summer Tour effectively combines professional football with strategic product introductions, highlighting Audi's enduring partnership with FC Bayern Munich. This dual approach aims to engage a broad international audience while simultaneously showcasing new models, such as the Audi A6, in critical global markets.