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.
What's new with this deal?
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.
While the value of this new deal hasn’t been disclosed, the structure is notable. Few global brands commit to genuinely equal platform presence across men’s and women’s football, particularly at the league level. For Volkswagen, the partnership replaces previous visibility at UEFA EURO 2024, which it declined to sponsor citing “cost discipline.”
To read about how Audi have recently changed their sponsorship strategy, click here.
Sustainability, electrification, and fan engagement
Volkswagen will spotlight its electric ID. series through fan activations, stadium branding, and digital campaigns. LALIGA’s global audience exceeded 2.6 billion cumulative viewers last season, and Liga F continues its international growth following the 2023 rebrand and rights centralisation, with Moeve (formerly Cepsa) as title sponsor through 2028.
Strategically, this aligns with a longer-term pivot. Volkswagen also backed seven national teams at UEFA Women’s EURO 2025 and recently extended its deal with the German Football Association until 2028.
The takeaway?
Volkswagen is curating relevance rather than chasing volume, through ESG alignment, cross-gender parity in activation, and a portfolio shift toward leagues over tournaments.
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