If you thought the world of football sponsorship was just a sea of logos chasing fleeting attention, think again—Volkswagen is shifting gears at the UEFA Women’s EURO 2025, blending horsepower with her power in a partnership that’s equal parts strategic and sincere.
Let’s start with the basics: Volkswagen is back on Europe’s grandest football pitch, as a tournament partner for UEFA Women’s EURO 2025 in Switzerland, from July 2 to 27. But this isn’t a one-off parade lap. VW’s engine for change has been idling for years—supporting not only the Women’s European Championship but also seven of the 16 national teams competing: Germany, Switzerland (the host), France, the Netherlands, Denmark, Finland, and Italy. Note: If you’re not already a fan in those countries, VW is revving up activities in other football-loving markets too. Talk about a full-throttle commitment!
Christine Wolburg, Volkswagen’s Chief Brand Officer (and professional torchbearer for visibility and fairness), put it plainly: “We have actively supported female empowerment and equality in sport for years”—and this summer’s sponsorship is another shiny badge on their grille. Yet this is no bare-bones charity drive. Volkswagen is out to boost global awareness of their all-electric ID. family, plugging in their flagship EVs on the biggest electric stage next to the Euros themselves.
UEFA’s Marketing Director, Guy-Laurent Epstein, sums up the partnership with comparable energy: Volkswagen’s return as sponsor signals a mutual belief in “the power and potential of the women’s game.” Translation: It’s not just about today’s matches—it’s about investing in a pipeline of talent, attention, and opportunity for women and girls, from playground to podium.
Take Alexandra Popp—EURO ambassador for Volkswagen, German national legend, and captain of VfL Wolfsburg. For her, this is not just corporate window-dressing. “Volkswagen has supported us from the very beginning—both at club level with VfL Wolfsburg and at national level in the German Football Association, and in Europe… This commitment and recognition are highly appreciated in the football world.” That’s high praise from a player with 145 caps and a Rolodex full of titles.
Speaking of statements, remember Volkswagen’s #KeinFrauenfußball (“#NotWomensFootball”) campaign at the last (pandemic-postponed) UEFA Women’s EURO? It was a tongue-in-cheek jab at the way people toss around “women’s football” as if it’s a different sport, not just football played by women. The result? A flurry of conversation—and a sharper spotlight on shared professionalism, quality, and attention.
Volkswagen’s advocacy isn’t confined to the international circuit. Their home team, VfL Wolfsburg’s women’s squad (a VW subsidiary, no less), has been collecting silverware like it’s going out of style: two UEFA Women’s Champions League titles, seven German championships, and eleven German Cups in a dozen years. Apparently, success really does run in the family.
If all that sounds like slick marketing, consider the statistics: Volkswagen delivered about 4.8 million cars in 2024, operates across 28 sites in 12 countries, and employs around 170,000 people—including plenty of women, on and off the pitch. With the ACCELERATE strategy steering the way, Volkswagen’s focus on sustainable mobility is as clear as their passion for progressive sport.
To sum up: Volkswagen isn’t just hitching a ride on the rising popularity of women’s football—they’re helping drive it forward, electric motor and all. This partnership is less about sticking a logo on a jersey, and more about putting people—women, in particular—in the driver’s seat of sport, mobility, and equality. And with record-breaking attendance and fan engagement on the horizon, the engine of progress has never sounded this sweet.
