Sponsorship: Vauxhall to end sponsorship of the four UK "Home Nations" after 2018 World Cup

The automakers General Motors and Groupe PSA have concluded an agreement under which the Opel / Vauxhall subsidiary of GM and the European operations of GM Financial will join the Groupe PSA, in a transaction that values these activities at €1.3bn and €0.9bn, respectively, on 06/03/2017.

With the acquisition of Opel / Vauxhall - which achieved a turnover of €17.7bn in 2016 - Groupe PSA "will become the second largest European automobile manufacturer, with a market share of 17%," said the French automaker. Groupe PSA also acquired two very strong brands in the European football sponsorship landscape:

• The German brand Opel is a partner of Borussia Dortmund and holds the naming rights to the stadium of 1.FSV Mainz 05, the Opel Arena, in the Bundesliga
• The British brand Vauxhall is a partner the four national football federations of the United Kingdom: England, Wales, Scotland, and Northern Ireland. However, according to media reports on 29/03/2017, Vauxhall will not extend these agreements once they expire after the 2018 World Cup in Russia.

These new sponsorship assets complement…