Audi has revealed that its sponsorship of Astralis is currently only a short term deal, with the possibility of extending it.
The deal will only last until the end of February, which means it will only have been good for the ELEAGUE Major and DreamHack Masters Vegas. This is a much shorter deal than many initially expected.
"The agreement should be seen as a pilot case for Audi Denmark with respect to exploring the potential of eSports, but basically we see a good match between eSports and Audi's strong digital focus," said Christian Weiglin Thorn, marketing manager at Audi Denmark, when speaking to theScore eSports. "The timing is perfect, since Audi has just launched a new car model, Audi Q2, with the campaign #untaggable that addresses the younger audience. We see it as an exciting opportunity to represent a Danish team, currently ranked #1 in the world, and we see it also as a part of our local talent program to support the five Astralis team members."
Audi did not mention if they plan to continue working wit Astralis or even in eSports, after the deal ends, however with the amount of publicity they have already received it seems like it would be a good idea.