Volkswagen shifts gears to drive change across Spanish football

Volkswagen has signed a multi-season sponsorship deal with LALIGA EA Sports, LALIGA Hypermotion, and Liga F Moeve, covering all 58 clubs across Spain’s top two men’s divisions and its premier women’s league. It becomes the official automotive partner of the men’s competitions and global sponsor of Liga F.

Volkswagen’s involvement in football sponsorship spans several years, including a role as UEFA’s official mobility partner from 2018 to 2022. The brand gained attention for delivering match balls at kick-offs via remote-controlled Volkswagen vehicles, adding a memorable, though somewhat silly, touch to events. Its partnerships have covered a range of national teams, clubs, and competitions, reflecting a consistent presence in football while experimenting with fan engagement and technology-driven activations.