Volkswagen becomes official partner of the German Cup football tournament

From the coming season Volkswagen will be the new Official Partners of DFB Cup, which is also known as DFB Pokal or German Cup. Associating itself with DFB Pokal, which is considered as the second most important football tournament after their national football league, Bundesliga. German Cup is held annually since 1935. Bundesliga Champions Borussia Dortmund won last season’s edition with a 5-2 victory over Bayern Munich. This season, DFB Cup is scheduled to kick off on 17th August 2012.

Volkswagen will be portrayed in advertising and marketing rights in all 63 games during the coming season and will also include logo positioning on the right sleeve of each and every member of the participating teams. This is for the first time that this section of the kit has been marketed.

The company was previously the advertising partner and will now be one of six official partners. Volkswagen AG is actively looking forward to being associated with the sport. The agreement between German Football Association (DFB) and Volkswagen AG was brokered by Infront Sports & Media and comes with a host rights which include logo placement.

Infront has altered marketing arrangements for DFB Cup for the coming season. They have reduced the number of partners from 11 to 6.

News Release

Volkswagen becomes Official Partner of the DFB Cup

– All 64 teams to advertise Volkswagen brand on shirt-sleeves
– Volkswagen to receive extensive board advertising at all matches
– As marketing partner to the DFB, Infront closed the sponsorship agreement with the brand

Wolfsburg, Germany/Zug, Switzerland, 22 May 2012 – From next season onwards, Volkswagen is to take the role of Official Partner of the DFB Cup for the first time – benefitting from extensive advertising and marketing rights at all 63 games of the season. The fully comprehensive package of rights also includes logo positioning on the highly visible right shirt-sleeve of all 64 participating teams. This is the very first time in the history of the competition that this section of the kit has been centrally marketed.

After having previously been involved as advertising partner of the DFB Cup, Volkswagen AG is now one of six Official Partners of the competition. Werner Eichhorn, Head of Sales and Marketing at Volkswagen Germany, is already looking forward to the upcoming season: “With the Volkswagen brand, we are already successfully engaged with various clubs in the Bundesliga. With the DFB Cup, we will from next season onwards be present all around Germany and in professional and amateur football at the same time. The excitement of the games along with the highly emotive environment and atmosphere conveyed for the fans throughout the DFB Cup season provides the ideal environment for us to present the Volkswagen brand.”

The German Football Association (Deutscher Fussball-Bund) is now looking forward to welcoming its first automobile manufacturer to the highest sponsorship level of the DFB Cup. “We are delighted that Volkswagen, as another major international brand, is committed to this attractive competition. Through the marketing of the shirt sleeve further revenue for the participants of the DFB Cup will be achieved,” said Denni Strich, Marketing Director of the German Football Association.

“The involvement of Volkswagen – especially with the new presence on the shirt-sleeve of all participating teams – is a strong commitment  to the DFB Cup. The entry of the brand also emphasises the value of the prestigious competition,” said Günter Netzer, Member of the Board of Directors at Infront Sports & Media – the exclusive marketing partner of the German Football Association for the DFB Cup.

The new contract between Volkswagen and Infront is based on an integral marketing concept for the competition that has been further enhanced by Infront for the upcoming season. The number of partners has been reduced – from the previous eleven to six. All companies benefit from industry-exclusive contracts.

As part of the DFB Cup 2012/13, a total of 63 games will be played with eight matches shown live on German free TV through the course of the season. In addition, all DFB Cup matches will be broadcast on pay-TV. The first round of the DFB Cup, with a total of 64 teams participating, takes place from 17 to 19 August 2012. The final is on 1 June 2013 and will be located at Berlin’s Olympic Stadium.