Volkswagen breaks new ground with DFB Cup deal
23 May 2012
Volkswagen will take on the role of official partner to Germany’s DFB Cup from next season, with the agreement set to include a first in the marketing of the leading knock-out competition.
The agreement between the German Football Association (DFB) and the automotive giant was brokered by Infront Sports & Media and comes with a comprehensive package of rights, including logo placement on the right-sleeve of the 64 participating teams and extensive advertising and marketing at all 63 games. The deal marks the first time in the history of the competition that this section of the kit has been centrally marketed.
Werner Eichhorn, head of sales and marketing at Volkswagen Germany, said: “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.” Marketing director of the DFB, Denni Strich, added: “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.”
Infront has altered the marketing arrangements for the DFB Cup for next term, reducing the number of partners from 11 to six. Borussia Dortmund won this season’s edition with an impressive 5-2 victory over Bayern Munchen and begins its defence of the trophy between August 17-19.