Audi inks deal with ATAS

Audi of America has inked a multi-year partnership to become the official automotive partner of the Academy of Television Arts & Sciences, a deal which begins with the 63rd Primetime Emmy Awards.Event takes place Sept. 18, for which Audi will chauffeur celebs to the event's red carpet at the Nokia Theater at L.A. Live in its new A8, A7 and A6 models.Automaker will also host its annual pre-Emmy bash leading up to the awards show at Cecconi's on Sept. 11.Automaker will also participate in select TV academy events leading up to the Emmys, including the Primetime Creative Arts Emmy Awards on Sept. 10, the Governor's Ball preview on Sept. 14 and Performers' Nominee Reception on Sept 16.Audi will be visible across a variety of platforms, as part of the sponsorship, putting it in front of the millions that watch the telecast but also the 15,000 TV voting professionals who are part of the TV academy.Given its smaller marketing budget, compared to most car companies, Audi has focused on getting more mileage out of high-profile pair ups with Hollywood.In addition to its pre-Emmy bash, it's thrown events around the Golden Globes, Oscars and British Academy of Film and Television Arts and shuttled celebs to those orgs' award shows and premieres. It's also landed vehicles in tentpoles like the "Iron Man" franchise, through prime product placement deals. Last year, it returned for a seventh year to sponsor the AFI Fest."Audi is honored to support the Academy of Television Arts & Sciences in recognizing exceptional talent in television," said Scott Keogh, chief marketing officer, Audi of America. "The brand has become a key player within the entertainment industry and has a longstanding history as a friend of the arts, making this partnership a perfect fit. What better way to celebrate some of the greatest talent in the television industry than with a car company that produces only the very best automobiles that truly epitomize the luxury and glamour of Hollywood." Contact Marc Graser at marc.graser@variety.com