Volkswagen Influence on German Football - A €4.7 Billion Commitment
Volkswagen Ownership
Volkswagen AG holds a 75.4% stake in Porsche AG’s share capital, making it the controlling shareholder. In 2022, Volkswagen sold a minority stake 12.5% in Porsche AG to Porsche SE, The remaining share capital is in free float. Volkswagen AG remains the majority owner
Volkswagen AG is the 100% owner of Audi AG. In 2020, Volkswagen AG completed the acquisition of the remaining 0.36% of Audi shares it did not already own, making Audi a wholly owned subsidiary.
Volkswagen AG is the parent company of both Porsche AG and Audi AG, with direct and controlling ownership of both brands.
Qatar Holding LLC – ons 10.4% in Volkswagen AG (Qatar Holding & Qatar Sports Investment are subsidiaries of Qatar Investment Authority, and share key executives)
The Volkswagen Group's influence extends across German football through multiple touchpoints.
VOLKSWAGEN AG
German Football Association: exclusive partner until 2028. This collaboration encompasses all national teams—men's, women's, and youth—and includes sponsorship of the DFB-Pokal tournaments for both men and women
VfL Wolfsburg: Volkswagen association dates back 1938 when the factory formed a football team for their factory workers, 1945: Club re-formed as VfL Wolfsburg, 1952: Volkswagen's formal sponsorship of the club begins. 2002: Professional football operations become a wholly owned Volkswagen subsidiary.
SV Werder Bremen: Volkswagen long term strategic sponsor which began in 2008 with the current deal valid until 2036. A strategic partnership involves naming rights to the "Volkswagen VIP Club East, community initiatives and a tier one sponsor.
Hanover 96: Partnership since 2011 Volkswagen Nutzfahrzeuge has supported Hannover 96's youth academy, providing vehicles for young players and branding on team kits.
Eintracht Braunschweige: Volkswagen Financial Services has been a consistent sponsor of Eintracht Braunschweig for over 20 years, range of partnership across the community and main teams.
BSV Kickers Emden (Germany), a club in Lower Saxony, Volkswagen has been a partners since 1999.
PORSCHE AG
VfL Stuttgart: Porsche SE acquired 10.4% in VfL Stuttgart across two tranches in 2024, Porsche HQ headquarters and primary manufacturing facilities are located in the Zuffenhausen district.
Naming rights to stadium for ten years 2023-2033
Official youth academy partner for all ages U9 upwards
FC Heidenheim: MHP, a management and IT consultancy wholly owned by Porsche AG and based in Ludwigsburg, has been the main and jersey sponsor of FC Heidenheim since July 2021, extended to 2027
Borussia Mönchengladbach: Porsche has been a key partner in Borussia Mönchengladbach’s youth sector, sponsoring the club’s academy ("Fohlenstall") and lending its name to the boarding school, now known as the "Porsche Fohlenstall”
RB Leipzig: Porsche has partnered with RB Leipzig since 2014, focusing on youth development and social engagement in the Leipzig region, although the partnership concluded in 2024.
AUDI AG
FC Bayern München: Audi AG acquired 8.33% for €90 million in 2009, In 2020, Audi extended its sponsorship agreement with FC Bayern, committing to a €50 million per year deal through 2029
FC Augsburg: Audi has been an exclusive partner of FC Augsburg since 2015, recently extending the partnership fro 2027. The partnership is activated locally through Audi’s Augsburg branch. The sponsorship includes providing a vehicle fleet (increasingly electrified) for the club, extensive advertising and hospitality rights, and a focus on expanding electric mobility infrastructure at the WWK ARENA.
FC Ingolstadt 04: Audi holds approximately 20% of shares in FC Ingolstadt 04. Audi has been a primary sponsor of FC Ingolstadt, contributing to the club's rise through the leagues. The Audi Sportpark, the club's home stadium, was opened in 2010 with Audi's involvement.
TSG Hoffenheim: Since 2009 Audi provides vehicles to TSG Hoffenheim's men's team, supporting the club's operations and enhancing its mobility.
Borussia Mönchengladbach: Since 2012 Audi supplies vehicles to Borussia Mönchengladbach, supporting the club's operations and enhancing its mobility
Summary:
Volkswagen’s influence on German football, through its main brand and subsidiaries Audi and Porsche, represents one of the most comprehensive corporate engagements in modern football. This influence extends beyond mere sponsorship to include ownership stakes, infrastructure investment, and long-term strategic planning that shapes the development of German football at multiple levels
Volkswagen Financial Commitment
VfL Wolfsburg (2000-2025)
Volkswagen Arena Construction (2002)
€2,395bn (55.9%)
Audi-Bayern Munich Sponsorship (2002-25)
Audi Bayern Munich Stake Purchase (2011)
€1,175bn (27.6%)
VW German National Team (2019-2028)
€253m (6.8%)
Porsche VfB Stuttgart (2023-2025)
€105m (2.9%)
Other Clubs & Community initiatives
€250m (6.8%)