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SBD Global/August 20, 2012/Marketing and Sponsorship

Volkswagen Expands Its Football Sponsorship With New German Cup Deal

German automaker Volkswagen "expanded its football sponsorship and became an official sponsor of the German Cup competition" for the '12-13 season, according to Michael König of NEW BUSINESS. As part of the new deal, the company's logo "will be featured on the sleeves of each Cup team at all 63 games." In addition, the deal includes various ad rights inside the stadiums and surrounding each individual match. VW also has sponsorship deals with various Bundesliga and 2nd Bundesliga clubs including VfL Wolfsburg, Schalke 04, FC Kaiserslautern, VfL Bochum, MSV Duisburg and Eintracht Braunschweig (NEW BUSINESS, 8/19).
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