Pacy attacking football with thrilling encounters and spectacular goals in eleven cities in eleven countries – that’s how most fans will remember UEFA EURO 2020TM. Spectators throughout Europe celebrated a month-long continental festival of football. But another issue dominated headlines both on and off the pitch: the debate on diversity and equal rights.
Volkswagen made a colourful statement on diversity and tolerance at the European football championship, with their rainbow-coloured advertising boards and other actions. But Volkswagen didn’t start their colourful commitment to football at the European football championship – that goes back a very long way and will continue after the tournament ends.
Volkswagen’s sports communications have been using football as a platform to advocate diversity in the seven defined dimensions of age, ethnic origin & nationality, gender & gender identity, physical and mental capabilities, religion & worldview, sexual orientation and social origin for more than a decade. It all started with VfL Wolfsburg, who set up a Corporate Social Responsibility department in 2010. After this commitment to social responsibility, the club signed a diversity charter in 2014, thereby following in Volkswagen’s footsteps. The corporation has been supporting the initiative since 2007.