Volkswagen

Football
Sponsorship & Marketing

The German Football Association is set to announce the renewal of its major sponsorship agreement with Volkswagen, SportBusiness understands.
Football
Sponsorship & Marketing

Volkswagen will not sponsor next year’s Euro 2024, hosted in its home market of Germany, after deciding not to extend a deal covering Uefa’s men’s national team football competitions for ‘cost discipline’ reasons, SportBusiness can exclusively reveal.
Football
Sponsorship & Marketing

The Canadian Premier League has renewed its sponsorship deal with Volkswagen Canada for five years until 2028
Soccer

To leverage VW’s Uefa sponsorship rights around Euro 2020 which, due to Covid-19, eventually took place between June 11 and July 11 2021, VW Denmark identified that its national EV market was ‘immature’ and ‘…
Soccer

VW activated its rights as an official sponsor of Uefa Women’s Euro 2022 via an on-pitch stunt and social campaign called ‘Tiny Buzz Car’, based around a miniature remote-controlled car delivering the o…
Soccer

Running through Spring and Summer 2021, a joint initiative from FC Bayern Munich and youth football partner Volkswagen (VW) sought to reinforce their shared values, engage Gen Z and challenge the global talent search system. An initiative called the ‘FC Bayern World Squad’ which was a global young player talent search carried out primarily through social media and consumer/player content creation. It was backed up by digital training and climaxed with a Munich training base and a game against the club’s under-19 side, amplified via an online video series.
Football
Events

Uefa prevented sponsors using the rainbow LGBTQ colours at the two Euro 2020 quarter-final matches in Azerbaijan and Russia due to “local legislation”, according to European football’s governing body. G
Football

Through 2019 and 2020, Volkswagen leveraged its football partnerships – led by its official mobility partnership with the Deutscher Fußball-Bund (DFB) – through a centralised European content hub called ‘We Drive Football’.
Multi-sport

Organisers of the inaugural edition of multi-sport competition the World Urban Games have signed sponsorship deals for the forthcoming event with telco Magyar Telekom, car sharing service MOL Limo, automotive…
Football

German car brand Volkswagen will pay just under $7m (€6.1m/£5.2m) per year to partner with US Soccer, America’s national football federation.
Football

German carmaker Volkswagen has signed a new Founding Partner deal with the Canadian Premier League – Canada’s forthcoming national soccer league. U
Mixed Martial Arts

The Ultimate Fighting Championship has renewed its partnership with Volkswagen Brazil until 2020
Football

Bundesliga club RB Leipzig has extended its premium partnership with Volkswagen Group until the end of the 2020-21 season.
Golf

German automotive manufacturer Volkswagen has entered into a partnership with golf’s PGA of Australia.