German Football Association extends partnership with Volkswagen until 2028

This agreement solidifies Volkswagen's position as the DFB's premium partner and training kit sponsor for the German national teams.

The German Football Association (DFB) and the automotive giant, Volkswagen, have reaffirmed their longstanding partnership with a new four-year extension.

This agreement has solidified VW’s position as the DFB’s premium partner and training kit sponsor for the German national teams, extending their collaboration until July 31, 2028.

This extension comes at a pivotal time for German football. Major international tournaments like the FIFA World Cup 2026 and the UEFA Euro 2028 loom on the horizon. The renewed partnership ensures VW’s unwavering support as the national teams vie for glory on the global stage.

But the impact goes beyond the elite level. The agreement extends VW’s sponsorship of both the men’s and women’s DFB-Pokal tournaments, a collaboration that began in 2012. This demonstrates a commitment to nurturing football at all levels, from the grassroots where young talent is unearthed to the professional ranks where they compete for national honours.

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 DFB highlights the partnership’s focus on fostering grassroots initiatives with VW’s backing. This collaborative effort strengthens the connection between the renowned German brands and fans across the entire footballing landscape, fostering a sense of shared identity and purpose.

For Volkswagen, itself meaning “people’s car” in German. Headquartered in Wolfsburg, this iconic German automaker, founded in 1937, is synonymous with the legendary Beetle. As the leading brand within the Volkswagen Group, the world’s largest automaker offers a diverse range of cars, encompassing sedans and SUVs, all built with a focus on quality, safety, and performance.

This strategic partnership follows the DFB’s recent acquisitions of Nike as the official kit supplier starting in 2027 and a multi-year agreement with financial technology giant, Klarna, extending through at least 2026.

Die Mannschaft, placed in Group A alongside Scotland, Switzerland, and Hungary, will kick off their UEFA Euro 2024 campaign against Scotland on June 15, 2024.

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