The launch of VfB Stuttgart’s new home jersey for the 2025/26 season marked the official start of LBBW’s tenure as the club’s main sponsor. In a strong statement for the Baden-Württemberg region, the bank’s logo will take pride of place on the traditional red hoop, cementing a long-term partnership that will bring people together on and off the pitch. The contract between VfB and the club’s new main sponsor – and main youth sponsor – runs from the start of the 2025/26 campaign, initially for three seasons. The largest sponsorship deal in LBBW’s history symbolises the company’s strategy: growth and relevance for the best medium-sized universal bank. These goals are linked to its involvement with VfB, which is set to increase nationwide brand awareness as well as international presence.
“The DFB Cup final, when we saw ourselves on the front of the jersey for the first time, was a special moment,” said Rainer Neske, LBBW CEO. “Our official commitment as main sponsor begins with the start of the 2025/26 season. On the one hand, we want to reinforce our close ties with the club, its fans and the region, but we’re also hoping to showcase the LBBW brand effectively. We’re looking forward to the partnership – on and off the pitch.”
Those regional ties are reflected in the design of the new jersey: the embossed pattern is reminiscent of the so-called ‘Stäffele’, an iconic set of steps in Stuttgart.
Alexander Wehrle, VfB Stuttgart CEO, explained: “For VfB Stuttgart, the partnership with LBBW is much more than just a sponsorship agreement. As a driving force for the economy and society, we want to achieve great things in many areas across Stuttgart, our region and beyond, creating something long-lasting for its people. This strong partnership is another milestone in our Württemberg global brand alliance. We’re very proud of that.”
Rouven Kasper, chief marketing and sales officer at VfB Stuttgart, added: “LBBW and VfB are united by a performance-oriented corporate culture and the ambition to operate successfully on an international level with strong roots in the region. LBBW is the perfect partner for the path we’ve chosen. With the Stäffele design and LBBW on the hoop around the chest, our jersey is returning to Stuttgart in a visual sense.”
More about LBBW and its social commitment:
With headquarters in Stuttgart, LBBW is Germany’s largest state bank. As a medium-sized univesal bank, it understands the business model and strategy of its customers. Social commitment is an integral part of LBBW’s DNA: through its independent foundation, it has supported numerous projects in the areas of environment, art and education for four decades. It has also boasted one of Germany’s most famous art collections for many years, with pieces on public desplay in well-known museums. LBBW backs selected projects and institutions in its business region, and counts the Stuttgart Art Museum, the Stuttgart State Opera and the Nationaltheater Mannheim among its long-standing partners. LBBW also offers support in the areas of business and innovation through a wide range of initiatives. Well-known examples include Wissensfabrik – Unternehmen für Deutschland e.V. and Gründermotor GmbH.