VW to replace long-serving Mercedes as DFB sponsor from 2019
Volkswagen, the Wolfsburg-based car manufacturer, is to take over from fellow German automotive giant Mercedes-Benz as the automobile partner of the DFB, the German soccer federation, in 2019.
The DFB announced today that VW had been “unanimously” successful in the ”open, transparent and non-discriminatory tender process” that was launched in March.
VW’s new deal will run from 1 January, 2019 until 31 July, 2024, which includes the period in which Germany could be competing at a ‘home’ European Championships in 2024 (Germany is bidding against Turkey to host the tournament).
The rights cover sponsorship of the national team as well as the DFB Pokal, the national cup competition (from 2019-20 onwards), plus the right to advertise nationally and internationally as a DFB partner.
VW is presently one of six sponsors of the DFB Pokal and the new deal includes an extension of that sponsorship to 2024.
Mercedes and VW were the only two companies to submit bids in the first formal tender that the federation has held for the automobile category.
Mercedes-Benz’s current deal runs until the end of 2018 with the car manufacturer reportedly paying €8 million ($8.5 million) per year as the ‘general sponsor’.
Mercedes-Benz became a DFB sponsor in 1972, and took on the role of the federation’s general sponsor in 1990.
Reinhard Grindel, president of the DFB, said: "It is a good fit for the DFB that VW's commitment to the entire football community from the top to the bottom has been shown, most recently in the many regional and local partnerships of the VW dealerships with amateur clubs. At the same time, Volkswagen is a strong partner in the international market, particularly in China.
"With a significant increase in revenues through the new contract there is more scope to fulfil the diverse tasks of the association and to implement the non-profit purposes even more sustainably."