Volkswagen (VW), the German automotive giant, has extended its long-standing commercial partnership with the DFB, the national soccer body, for another four years.
The car brand will continue to serve as a premium partner and training kit sponsor of the German national teams until July 31, 2028.
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The new agreement will take VW's sponsorship through the 2026 FIFA World Cup and 2028 European Championship.
VW will also continue to sponsor both the men’s and women’s DFB-Pokal domestic cup competitions, as it has done since 2012.
In club soccer, the Wolfsburg-based car manufacturer also sponsors the city's top-flight Bundesliga side.
VW first partnered with the DFB in 2019 when it took over from Mercedes-Benz.
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By GlobalDataThe two parties will further collaborate on community and grassroots initiatives as part of the renewed tie-up.
Holger Blask, chief executive of the DFB, said: “Over the coming years, we will continue to explore innovative approaches together as part of our partnership.
“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.”
The deal quickly follows the DFB’s partnership with online payment services firm Klarna, announced earlier this week.
Through a deal running until 2026 at the earliest, Klarna will receive advertising rights across the men’s national side, while its branding will also be visible on advertising hoardings during their matches.
The DFB has secured these commercial deals ahead of the UEFA European Championships national team tournament taking place on home soil between June 14 and July 14, for which the host nation qualified automatically.
The DFB’s other premium partners include adidas, Bwin, Coca-Cola, Commerzbank, Deutsche Post, Lufthansa, Samsung, and SAP.
In March, the governing body opted for a seismic shift with its next kit supplier, unveiling a deal with US giants Nike for the 2027-34 cycle.
NIKE will take over from Adidas, the German brand with which the DFB had a relationship – one of the most renowned technical deals in sport – stretching back to the 1950s.
The annual value of the Nike-DFB deal will reportedly be at least €100 million ($108.1 million).
