Marketing & Sponsorship
Volkswagen Partners With LaLiga And Serie A For New Season
Volkswagen is accelerating its commitment to European football with two significant partnerships that signal the German automotive giant’s serious intent to marry sustainable mobility with the beautiful game.
The ‘People’s Car’ has just signed multi-season deals with both Spain’s LALIGA and Italy’s Serie A. Two of world football’s most prestigious leagues. No value was put on either sponsorship.
In Spain, Volkswagen becomes the official car sponsor of LaLiga EA Sposrts and LaLiga Hypermotion, while also dipping their toes into the women’s game as the global automotive partner of Liga F, the nation’s top women’s division. Over in Italy, they’ve secured exclusive status as Serie A’s Official Automotive and Technology Partner from the 2025/2026 season.
With the women’s game more popular than ever on the back of Euro 2025 where attendance records were smashed, Volkswagen’s push into women’s football sponsorship clearly demonstrates a brand that understands where the game is heading.
Liga F’s Pablo Vilches said: “This is a strategic step toward the growth and global positioning of Liga F. Volkswagen’s involvement will help strengthen our visibility and sustainability ambitions.”
Both partnerships emphasise sustainability, and the booming electric car industry through Volkswagen’s ID. range. LaLiga’s Jorge de la Vega echoed his colleagues saying: “This partnership reinforces our commitment to sustainability and shows how football can be a platform for social and environmental change.”
For Serie A, this marks their first automotive partnership. CEO Luigi De Siervo said: “For the first time we will have an Automotive Partner, who will be with us in the most prestigious matches and in the big events that we will realise in the next seasons.”
Volkswagen Spain’s Enrique Pifarré summed up the strategy driving his leagues alignment with the brand stating, “This agreement connects two passions deeply rooted in society, football and cars while bringing us closer to fans through sustainable and emotional mobility.” Meanwhile, Andrea Alessi from Volkswagen Italia emphasised how “This collaboration will allow us to increase our connection with millions of fans throughout Italy, conveying to them our vision of a more sustainable future also through the world of sport.”
Volkswagen had previously served as UEFA’s mobility partner from 2018-2022 and now is betting on football’s power to drive both brand recognition and social change across two of Europe’s most passionate footballing nations.
Insideworldfootball.com
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