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DFB extends Volkswagen partnership

DFB extends Volkswagen partnership

May 21, 2024

The German Football Association (DFB) has announced a four-year partnership extension of its partnership with German automotive giant Volkswagen, which is thus set to remain the DFB’s Premium Partner and the Training Kit Sponsor of the Germany national football teams.

The partnership extension sees Volkswagen remain as a Main Partner of the DFB until July 2028. The renewal will cover the 2026 FIFA World Cup and the 2028 European Championship.

Volkswagen will also continue to sponsor the men’s and women’s DFB-Pokal domestic cup competitions, which it has been doing since 2012, while also supporting grassroots development and further regional associations. 

Also read: Germany national football team sponsors 2024

Holger Blask, Chief Executive of the DFB, said:

We are very much looking forward to continuing the partnership between Volkswagen and the DFB. VW has been providing extensive support for German football since 2019. In that time, VW and the DFB have consistently focused their attention on socially relevant topics and found innovative approaches to capitalise on sponsorship – such as supporting the Future Leaders in Football on multiple continents, the Football Heroes educational trips and the One Football campaign for our national teams. Our amateur clubs receive, among other things, direct support in a tangible and sustainable manner by the DFB Club Advisors with the support of VW.

Over the coming years, we will continue to explore innovative approaches together as part of our partnership and draw attention to issues that are important to us both on and off the pitch. The DFB and VW are two strong, traditional German brands with international appeal and we will seek opportunities to put German football and the partnership in the spotlight worldwide, including in the run-up to the 2026 World Cup in the USA, Canada and Mexico.

Bernd Neuendorf, President, DFB, added:

Since the beginning of our trustful partnership, Volkswagen has focused not just on football at the top level, but also on the grassroots game and the regional football associations. Together, we have successfully implemented a number of projects to support amateur football. The joint venture of the Children’s Football Tour is currently underway across Germany, which is increasing anticipation ahead of the European Championship in our home country. We are delighted to be continuing this long-term commitment to all levels of football in Germany, from the amateurs to our men’s and women’s national teams, together with Volkswagen.

Oliver Blume, CEO, Volkswagen Group, said:

Volkswagen stands for social responsibility – including in sports. We have a valuable partnership with the DFB. We support football at the top level and across the board: for young talents, women and men. We also support inclusion projects, the amateur game and volunteering. Volkswagen and the DFB represent Germany. We will continue to be an effective duo with the DFB and, figuratively, to continue as team-mates.

Thomas Schäfer, member of the Volkswagen Group Board of Management, CEO of Volkswagen Passenger Cars and Head of the Brand Group Core, said:

Football and Volkswagen are a perfect match. That’s why we have a decades-long tradition of football partnerships. The emotional environment of football is perfect for Volkswagen’s vehicles, which accompany many people through all phases of their lives and with which they associate many of their personal stories and positive feelings.

Football appeals to everyone and connects people. With this commitment, we can also show what values Volkswagen stands for and what stance we take on certain social issues.” One such issue the company has tackled is the all-too-common lack of recognition women’s football receives, which they highlighted through the highly-acclaimed #keinFrauenfußbal campaign.

Aditya Chaudhuri

Hailing from the City of Joy, the things that bring me joy are cricket, a good non-tilt CS:GO session, F1 and movies.

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