Friendly match set for Jeju World Cup Stadium on Aug. 4

Open to children ages 6 to 10

Fan letters accepted at dealerships nationwide

Selected children may bring one guardian to the match

Audi Korea is recruiting children to walk onto the pitch alongside FC Bayern Munich players as part of its player escort program ahead of the Audi Summer Tour 2026. [Audi Korea]
Audi Korea is recruiting children to walk onto the pitch alongside FC Bayern Munich players as part of its player escort program ahead of the Audi Summer Tour 2026. [Audi Korea]

Audi Korea is recruiting children to walk onto the pitch alongside FC Bayern Munich players ahead of the German club's first visit to Jeju, as part of an effort to deepen engagement with local football fans and customers.

The company announced Friday it will select participants for a player escort program as part of the Audi Summer Tour 2026, a global preseason event.

The Audi Summer Tour is a joint global preseason initiative run by Audi and FC Bayern Munich. Now in its 10th edition, this year's tour centers on a friendly match in Korea and features a range of fan participation programs.

In Korea, the international friendly — dubbed the Audi Football Summit 2026 — will pit FC Bayern Munich against K League 1 side Jeju SK FC at Jeju World Cup Stadium on Aug. 4, marking the German club's first visit to Jeju.

The player escort program allows children to walk onto the pitch alongside players before kickoff. Audi Korea plans to select eight participants in total. Those chosen will enter the pitch with FC Bayern players on match day and may attend the game with one guardian.

Applications will be accepted from July 6 through July 20 at 34 official Audi dealerships across the country. Children wishing to take part can visit any dealership and write a fan letter. The program is open to children ages 6 to 10 who are no taller than 140 centimeters. Final participants will be chosen through a fan letter review.

Audi Korea said it plans to use the program to strengthen customer experiences that combine automotive branding with sports content. Across the auto industry, marketing that links showroom visits, test drives, and sports and cultural events to expand brand touchpoints has been gaining traction.

Audi has maintained a long-term partnership with FC Bayern Munich, supplying the club's players with all-electric premium models each season and building electric vehicle charging infrastructure at the training ground and Allianz Arena. Since 2011, Audi has also held a stake in FC Bayern München AG as a shareholder.


kwater@heraldcorp.com