Volkswagen is back on the UEFA pitch — this time as an official partner for the UEFA Women’s EURO 2025, taking place in Switzerland from July 2–27. This move deepens the car manufacturer’s longstanding commitment to supporting women in football, both on and off the field.
A Long-Term Vision for Equality and Electrification
Christine Wolburg, Chief Brand Officer at Volkswagen, emphasized the dual purpose of the partnership:
“As a matter of conviction, we have supported both football of women and women in football for many years now. Sponsoring the UEFA Women’s EURO this summer is therefore a further sign of our commitment to visibility, fairness and genuine participation.”
In addition to championing equality in sport, Volkswagen will leverage the UEFA Women’s EURO platform to showcase its all-electric ID. family, introducing these models to a global audience as part of its broader push for sustainable mobility.
A Network of National Partnerships
Volkswagen’s support doesn’t stop with the tournament sponsorship. The automaker is also a partner of seven out of the 16 national teams, including:
- Germany
- Host nation Switzerland
- France
- Netherlands
- Denmark
- Finland
- Italy
These partnerships are bolstered by local agreements between Volkswagen importers and national football federations. Additional activations are planned across other football-passionate markets before and during the event.
A Strategic and Cultural Investment
UEFA’s Marketing Director, Guy-Laurent Epstein, noted:
“Volkswagen’s continued support demonstrates a shared belief in the power and potential of the women’s game… helping us deliver a record-breaking competition and drive investment into the sport’s future.”
From eight Swiss host cities, UEFA Women’s EURO 2025 is poised to set new records for attendance, investment, and engagement. It also promises to be a cultural milestone in the global rise of women’s football.
Volkswagen’s Legacy in Women’s Football
Volkswagen’s influence in women’s football extends to the club level through VfL Wolfsburg Women, a wholly owned subsidiary of Volkswagen AG. Over the past 12 years, the club has:
- Won 2x UEFA Women’s Champions League titles
- Secured 7x German championships
- Lifted the German Cup 11 times
EURO 2025 Ambassador and German captain Alexandra Popp shared her appreciation:
“Volkswagen has supported us from the very beginning – at both club and national level. This commitment and recognition are highly appreciated in the football world.”
In 2022, Volkswagen’s provocative #NotWomensFootball (#KeinFrauenfußball) campaign called out the linguistic bias in sports terminology — a bold statement on visibility and parity in sports media.
What Sports Brands Can Learn from Volkswagen
Volkswagen’s strategic alignment with UEFA Women’s EURO 2025 is more than a sponsorship — it’s a multi-layered brand investment that blends purpose with product visibility.
Here’s what makes this playbook work:
- Authenticity: Years of consistent support at club, national, and international levels.
- Multi-Market Activation: Leveraging both global platforms and local partnerships.
- Product Showcase: Aligning sustainability (EVs) with progress (women’s sport).
- Bold Messaging: Using campaigns like #NotWomensFootball to challenge norms.
Whether you’re a sponsor, rights holder, or brand strategist — aligning purpose with activation is the new gold standard.
Are you looking to enter sports, launch a global sponsorship campaign, or activate across multiple markets?
Let’s talk strategy. Book a free 30-minute consult to explore how your brand can make real impact in sports.
