It’s a historic merger that would secure a stable future for VfB Stuttgart at a stroke. The Stuttgart-based Porsche Group intends to take over extensive sponsorship packages, including the naming rights to the Mercedes-Benz Arena through MHP.
Porsche AG would add another global brand with Baden-Württemberg roots to VfB’s sponsor pool. Porsche plans to become a partner of the youth department and the football school with sponsorship packages under the title of ‘Turbo for Talents’. In addition to the sponsorship packages, VfB and Porsche are also in talks about a Porsche shareholding in VfB Stuttgart AG alongside Mercedes-Benz and JAKO.
In this unique cooperation, Mercedes-Benz remains the anchor investor, exclusive partner and mobility partner of VfB. Beyond that, Mercedes-Benz is waiving the naming rights to the Mercedes-Benz Arena.
MHP have secured these rights for the next 10 years. The management and IT consultancy based in Ludwigsburg, which is part of the Porsche Group, is also committing to VfB as a team play partner on areas such as CSR, esports, women’s and girls’ football, athletics and the academy. MHP also becomes the partner of the VfB Stuttgart education academy.
Claus Vogt, VfB Stuttgart president and supervisory board chairman: “Today is a great day for our VfB. The planned cooperation between Porsche, MHP and Mercedes-Benz promises to strengthen both the club and the company in the long term. VfB’s collaboration with these strong brands sends a clear message from Baden-Württemberg to the football world: this is where the Champions League of investors comes together under one roof. The commitment of these global corporations to VfB makes us proud. We are grateful for this comprehensive support and will do everything in our power to ensure that all sides benefit from this unique partnership. Alexander Wehrle and our board have achieved something historic for VfB with this overall package. I would like to thank them on behalf of the entire supervisory board.”
VfB CEO Alexander Wehrle: “Top employers and global brands Mercedes-Benz, Porsche and MHP together at VfB – it doesn’t get better than that. With this, we want to put together the largest package in the history of VfB Stuttgart, the total volume of which could exceed 100 million euros. Porsche and MHP are fascinating, successful companies with close ties to our region. They expand our room for manoeuvre, although it’s clear to all parties involved that the priority for VfB is financial stabilisation after the threatening Covid period as well as investments in strategic fields. This alliance is made possible by the generous support of Mercedes-Benz. I would like to thank Mercedes-Benz, Porsche and MHP for the trustful discussions and the great confidence in VfB.”
Britta Seeger, member of the board of Mercedes-Benz Group AG responsible for sales: “Mercedes-Benz will remain an integral part of the VfB family in the future. As a long-time main sponsor and good neighbour, it’s important to us that VfB remains on a solid financial footing in the future with new sponsors from the region. We’re therefore pleased about the future cooperation with new partners MHP and Porsche.”
Lutz Meschke, deputy chairman of the board and member of the board for finance and IT at Porsche: “VfB Stuttgart is the biggest club at our company’s headquarters. We are united by a great tradition and both have deep roots in the region. Together with MHP, we want to play our part in making VfB’s future as successful as possible. With the comprehensive sponsorship partnership between Porsche Group and VfB presented today, we want to make a long-term commitment. It’s important to us that we do this in close cooperation with our colleagues from Mercedes.”
Dr. Ralf Hofmann, founder, shareholder and chairman of the board of MHP: “With our planned commitment, we are once again looking to take on social responsibility in our home region. At the same time, renaming the stadium the MHPArena would certainly be a national beacon for our company, further emotionalising our brand and supporting our growth course.”
In future, Mercedes-Benz Bank will become VfB’s business partner and place hospitality services for business customers and employees at the centre of its activities. At the same time, the new arrangement marks the end of Mercedes-Benz Bank’s involvement as VfB’s main and shirt sponsor and Mercedes-EQ’s involvement as VfB’s sleeve partner. As a result, VfB Stuttgart can now market these prominent rights from the 2023/24 season onwards. “We thank Mercedes-Benz Bank for the long-standing, close partnership and look forward to further cooperation,” said Rouven Kasper, VfB Stuttgart board member for marketing and sales. “With the new strong alliance behind us, we are confident that the marketing of our top rights on the front of our shirt as well as the sleeve will pick up speed in the coming days and that more big brands will be interested in becoming part of the history and future of our VfB.”