After serving as the title sponsor for the last 45 years, Germany’s national soccer federation (DFB) announced that they are benching Mercedes in favor of a more lucrative deal with its direct rival Volkswagen (VW).
Following the dieselgate scandal, which hit VW in 2015, the automaker is working overtime to gain back the support and trust from the public, and this high-profile marketing spend is just one sign of how much the company is willing to spend to achieve their goal. “As a company we have set ourselves some ambitious goals for the next years,” VW brand’s chief executive Herbert Diess said in an announcement for the deal. “Volkswagen is changing, we are facing great challenges. The partnership with the DFB will help us in that way.”
While the exact details of the partnership have not been made public, an inside source told Reuters that VW will spend 25 to 30 million euros ($28-$34 million) a year, beginning in January 2019 and running through 2024.