Audi Norway is extending its partnership with the Norwegian Alpine Team and launching a new campaign with Atle Lie McGrath

Audi Norway is extending its partnership with the Norwegian Alpine Team and launching a new campaign with Atle Lie McGrath.

One hundredth is almost nothing, but in alpine skiing it can make the difference between victory and defeat. It's brutal, just like in motorsport.

Behind the hundredths lies the work that the public rarely sees. There are countless hours of training, analysis of movements, adjustment of equipment and the search for details that can be made a little better. It is this side of top sport that Audi Norway is highlighting when its collaboration with the Alpine National Team is now renewed.

In a new campaign from Audi, we meet top mountaineer Atle Lie McGrath in the work behind his achievements. The connection to Audi lies in the belief that progress does not happen by chance, but through technology, precision and continuous development.

"In alpine skiing, a small technical adjustment can be the difference between first and fifth place. We spend an enormous amount of time analyzing details that are barely visible to others. That's the part of the sport that I find exciting that Audi wants to showcase," says Lie McGrath.

Audi has been working with the Norwegian Alpine Team for many years. The new agreement means that the partnership will be continued and activated through the campaign, events, customer experiences and content throughout the alpine season.

"It's easy to talk about speed. What's interesting is all the work that makes the speed possible. That's precisely where we find the strongest connection between Audi and the Alpine National Team," says Tommy Bækkevold Jensen, Marketing Manager at Audi Norway.

Alpine skiing manager Claus Ryste believes that the long-term collaboration has a natural place around the team.

"Our athletes work hard every day with a focus on where they can get the next hundredth. Audi feels the same driving force from technology and car development. This gives us a collaboration with a clear common starting point and understanding," says Ryste.