The Brazilian Football Confederation (CBF) has signed German automotive major Volkswagen as a new commercial partner under a multi-year agreement running through 2027.
The partnership marks Volkswagen’s return to Brazilian national team football sponsorship after more than a decade and comes at a strategically important phase for the CBF, encompassing key international cycles for both the men’s and women’s national teams.
Under the agreement, Volkswagen will be designated an official commercial partner of the CBF, with rights extending across all Brazilian national teams, including men’s, women’s and youth sides. The partnership includes brand visibility across federation platforms, national team assets, and selected marketing and activation initiatives linked to national team activities.
The timing of the deal aligns with two major milestones on Brazil’s football calendar. The men’s senior national team has qualified for the FIFA World Cup 2026, while the women’s national team prepares for the FIFA Women’s World Cup 2027, which Brazil will host. The tournament will mark the first time the Women’s World Cup is staged in South America.
CBF President Samir Xaud said, “The partnership between Volkswagen and the CBF symbolises the union of two forces that have shaped Brazilian identity over decades. On one hand, a car manufacturer that helped drive the country’s industrial development; on the other, the institution that represents the greatest national passion.”
The new agreement builds on Volkswagen’s previous association with the CBF, which ran from 2009 to 2014, a period that included Brazil hosting the FIFA World Cup. Volkswagen currently maintains football partnerships with several other national federations, including Germany’s DFB, the Netherlands’ KNVB, the French Football Federation, Italy’s FIGC, U.S. Soccer and Soccer Canada.
For the CBF, the partnership further strengthens its commercial portfolio at a time when football federations are increasingly prioritising long-term brand relationships tied to major international cycles rather than short-term, event-specific sponsorships.
The collaboration also supports the CBF’s broader commercial strategy of aligning with global brands that have strong local roots, while expanding sponsor engagement across multiple national team properties rather than focusing solely on the men’s senior side.
