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Marketing and Sponsorship

Volkswagen To Cut Down Sponsorship Of DEL Side Grizzlys Wolfsburg By $565,000

German Hockey League (DEL) club Grizzlys Wolfsburg "is expecting budget cuts" for the upcoming season, according to Gabriel Wagner of SPONSORs. The club's current budget is an estimated €7M ($7.9M), with the majority of around €5M ($5.65M) coming from main sponsor Skoda. The car brand is part of the Volkswagen Group. The club, which is currently competing in the DEL finals, was fearing for its existence after it was unclear if Volkswagen would continue its financial support in the aftermath of the diesel emissions scandal. VW decided to continue its sponsorship of the club but is expected to replace Skoda with its own brand at the beginning of the '16-17 season. As part of the switch, VW will reduce its financial support by €500,000 ($565,000). Grizzlys Wolfsburg Managing Dir Karl-Heinz Fliegauf: "We are happy that we can continue at all." The club "plans to minimize the impact through increased catering revenue and a cheaper arena lease" (SPONSORs, 4/14).

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