Soccer is the people’s sport: it is emotional and brings people together. It is classless, unites all social strata and is popular on every continent. Around 250 million people in over 200 countries participate in the sport, and far more follow the major tournaments. The last World Cup in Russia alone enticed 3.4 billion viewers to their televisions – almost half of the global population.
Soccer is therefore ideally suited to Volkswagen. The company has been active worldwide for decades, with sites in Europe, Asia, America and Africa. In 2018, over six million vehicles were produced for over 150 markets and in 14 different countries. Democratization has always been at the heart of Volkswagen’s self-image – as a broadly based people’s brand that makes contemporary mobility possible for broad sections of the population.
Partners in spirit
Volkswagen is currently facing the biggest challenge of its history – the development into a leading mobility service provider and source of e-mobility for millions. There could thus hardly be a better time for a partnership with the German Soccer Association and the national team. Volkswagen is Europe’s biggest automotive manufacturer, and the DFB is the largest national sporting federation in the world – together, the two partners can achieve a great deal. The aim of the cooperation is to bring the people’s sport and Volkswagen closer to the general public as partners in spirit. And, at the same time, to enable broad sections of society to experience the realignment of the brand, its transformation and pioneering role for e-mobility.
