Germany: Volkswagen extends its partnership with the DFB-Pokal until 2022

The German automaker Volkswagen has signed a six-year extension to its partnership with the DFB-Pokal, until the end of the 2021-22 season, announced the DFB on 21/03/2016. The partnership between Volkswagen and the German Cup, which began in 2012, was due to expire at the end of the 2015-16 season. The contract includes an annual payment of €5m, according to the German weekly "Bild am Sonntag" on 20/03/2016.

"Our commitment to the DFB-Pokal is a great success story. There is no better way that we can showcase our passion for football. Football is and remains an important pillar of our sponsorship strategy," explained Thomas Zahn, director of sales and marketing of Volkswagen Germany, on 21/03/2016.

Volkswagen are entitled to visibility on the LED and printed advertising boards, as well as marketing activation rights both inside and outside the stadiums for all 63 matches of the DFB-Pokal, each season. The automaker can also use the DFB-Pokal logo and brand for its own communication and media campaigns. Volkswagen will also receive an allocation of tickets and hospitality services…