Daimler or VW? In the betting offer to the national team VW wants to end a decades-long Tradition. For the DFB, it’s a lot of money, because both car companies would like to bask in the glow of the footballer.
Mercedes-Benz and the German football-national team, this is a connection with Tradition. In the glow of the winner, the National football, to sunbathe, this is an idea that is likely to conjure up even the Diesel crisis and loss of confidence fighting Volkswagen-boards, a lights in the eyes. Therefore, Europe’s biggest car maker is trying to rival Mercedes as a Partner of the German football Association (DFB), replace – at least 45 years. A decision on the future Sponsor has not fallen according to the Association. This Friday it’s supposed to be the reported so far.
Instead of diesel gate dear champion of the world-Shine
Football, especially the national team, pictures of players,, the rise with the VW Logo on the chest from the team bus with Volkswagen lettering that would do to the in the exhaust-scandal cracked Volkswagen Image. The senior management in Wolfsburg, Germany, is only too clear. A further important aspect is that football is an emotional Sport, it offers for the car maker so there is hardly a better way to reach people and to raise the awareness of, for example, for electro-mobility. Anyway Volkswagen in football sponsorship is active: The contract as a Partner of the DFB Cup will run until 2022, in addition, the car maker supports the Bundesliga club, VfL Wolfsburg is a 100%-owned group subsidiary – as well as the smaller neighbours and second division Eintracht Braunschweig. A commitment to the DFB, however, would have no impact on the VfL Wolfsburg, the learned circles, the German press Agency.
VW is the main sponsor of VfL Wolfsburg, which is not surprising. Here, Mario Gomez is happy about the just created classes.
Money is there
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New contract with the DFB and Adidas
The German football Federation (DFB) extended his equipment contract with Adidas until 2022 and, with the new contract as yet unimagined areas: The DFB collected in the future, 50 million euros per year. (20.06.2016)
In connection with the exhaust-scandal, it had been previously speculation that VW would turn on the money tap for the football club-so far – because of the billions of heavy loads, particularly in the USA. In February, it was then known, Instead of 80 to 90 million euros, the club should get from the parent company, approximately 60 to 70 million euros annually. “There is the goal to reduce the expenses for the VfL Wolfsburg”, as it is in the context of the Supervisory Board had fried. In the meantime, it runs for Volkswagen in spite of the Diesel-scandal again: The money gushes. Since it is then easier to make millions for the DFB locker. It’s going to be a volume of at least eight million euros in the year, such as the “Frankfurter Allgemeine Zeitung” wrote recently. Daimler, since 1990, the “General sponsor” of the DFB, does not want to comment with reference to the ongoing contract talks. The FAZ, a spokesman said: “We would very much like to work more with the national team. The partnership with the DFB was not successful, and it could be in the future.”
The thinking, presumably, those responsible at Volkswagen for sponsorship from a legal point of view, to the positive Image of the Sponsored money to the company brand transfer. “Football fits well to the Volkswagen, because it is a classless Sport – a national sport is,” said a VW spokesman.
Herbert Hainer, at the time, even Adidas chief (li.) and DFB, Reinhard Grindel offers in July 2016 on the extension of the contract
Brand loyalty: With Adidas extended
In mid-March, the DFB had the sponsorship rights in the automotive category for the period from 1. January 2019 to 31. July 2024 re-advertised. The most important DFB-Sponsor but is expected to remain in spite of all of the Traditional equipment supplier Adidas, The sporting goods manufacturer from Herzogenaurach, Germany, will pay to the champion of the world Association for in the future, twice as much as in the past, was given in mid-2016. It’s about 50 million euros a year, has agreed a Four-year contract until 2022.
So far, Adidas is supposed to have 25 million euros per year transferred. The current contract had a term of eight years and would have expired in 2018. In this case, the DFB decided, therefore, as in 2007, for Fidelity to a decades-long Partner. At that time, the DFB had rejected the offer of the U.S. company Nike. Can rely on the Mercedes? The Bundesliga Clubs could probably live well with VW as a DFB-Sponsor – Bayern Munich: Chairman of The Executive Board of the record holders, Karl-Heinz Rummenigge, had asked the DFB at the end of January to more restraint in sponsorship and advertising with national players. It could be that players of the FC Bayern “are in the first row at Mercedes-Benz,” he criticized. Because of Bayern Sponsor Audi and a VW subsidiary.