Bayern Munich heading to Jeju: Audi Korea to host Audi Summer Tour 2026

FC Bayern Munich, one of the Bundesliga's most storied clubs, will meet South Korean football fans in Jeju this August as Audi Korea hosts the Audi Summer Tour 2026, the German automaker's global preseason program with the club.

Audi Korea announced Sunday that it will stage the Audi Summer Tour 2026 in South Korea together with FC Bayern Munich.

The Audi Summer Tour is a global preseason tour program that Audi has run with FC Bayern Munich since 2014, combining football content with brand experiences for fans and customers around the world. This year marks the program's 10th edition.

This year's tour runs from Aug. 1 through Aug. 8 across South Korea and Hong Kong. The centerpiece of the South Korean leg is the Audi Football Summit 2026, a friendly match between FC Bayern Munich and K League 1 side Jeju SK FC at Jeju World Cup Stadium on Aug. 4.

FC Bayern Munich holds the record for the most Bundesliga titles and is one of Europe's premier clubs. For South Korean fans, the match offers a rare opportunity to watch world-class players compete in a preseason fixture on home soil in Jeju.

Audi's relationship with FC Bayern Munich dates back to 2002. The automaker plans to use the tour to deepen its connection with customers in South Korea, building on the long-running sports partnership.

Audi Korea President Steve Klotty said it was meaningful to bring a match featuring one of the world's top clubs to Jeju, adding that the company would use the Audi Summer Tour 2026 and showroom events to expand its touchpoints with Korean customers and fans.

In conjunction with the tour, Audi Korea will also run a Summer Tour theme at its official showrooms nationwide, with the campaign running from Sunday through July 31.

Showrooms will offer customer participation events and test-drive programs, along with prizes and brand experience opportunities for visitors. The initiative aims to transform showroom visits from simple consultations into spaces where customers can engage with sports and cultural content.