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Opel Continues Successful Football Sponsoring

Feb 19, 2015

  • Contracts with Bundesliga clubs Freiburg and Mainz extended by two years
  • Long-term partnerships with Borussia Dortmund and Bayer Leverkusen
  • Further seven national and club teams sponsored by Opel/Vauxhall


Opel News - Strong partners: Opel extends its sponsorship deal with Bundesliga outfit SC Freiburg – here in their home game against FC Schalke 04

Rüsselsheim. Since August 2012 Opel has been the official automotive and premium partner of four Bundesliga clubs. The Opel quartet consists of Borussia Dortmund and Bayer 04 Leverkusen, who have both qualified for the round of 16 of the UEFA Champions League, along with 1. FSV Mainz 05 and SC Freiburg.


Opel’s sponsorship commitment has had a strategic and long-term focus from the start. Therefore, it is no surprise that the contracts with Mainz and Freiburg have been extended by an additional two years until the end of the 2017/18 season – regardless of which league the teams are playing in. Long-term deals had already agreed with the clubs from Dortmund and Leverkusen.


“Our commitment to football has a positive effect on our brand profile with the media exposure and the joint activities with the clubs playing a role. Obviously, the popularity of our partners is a huge advantage. SC Freiburg and Mainz 05 are perfect examples for a sincere, professional and down to earth approach paying off – regardless of the current standings,” said Vice President Sales & Aftersales Opel Group Peter Christian Küspert. “We deliberated decided to go with a portfolio of clubs instead of one single team in the summer of 2012. We are present on a weekly basis and give our dealers and customers the opportunity to benefit from our football commitment. We are very much looking forward to continuing the partnerships with Freiburg and Mainz.”

Opel News - Long-term partnership: Opel has extended its sponsorship commitments at Bundesliga outfits 1. FSV Mainz 05 and SC Freiburg (photograph: the two teams against each other) by an additional two years

Fritz Keller, President of SC Freiburg added: „We are delighted that Opel will accompany our Bundesliga journey for another two years. Opel and SC Freiburg work well together and I would also like to point out the development both brands have taken since the start of the cooperation. Opel’s ‘Change your mind’ campaign demonstrates that the company likes to think out of the box and that is perfect for a partner of SC Freiburg because that has been our approach to establishing ourselves in professional football for more than three decades.”


“We are also very pleased to continue the successful cooperation with Opel. Opel is an authentic and approachable brand and is a great match for the Bundesliga and Mainz 05. The partnership is brought to life by numerous joint activities and the continuity give it even more importance,” said Harald Strutz, President of 1. FSV Mainz 05.


Sponsoring experts and football fans alike agree that two-and-a-half years after returning to sports sponsorship Opel is once again one of the top ten most important German football sponsors1. Numerous activities in grassroots and popular sport accompany Opel’s commitment to professional football. In a few weeks for example, the third edition of the OPEL FAMILY CUP will get underway. This tournament and event series for the entire family will see children and their parents taking to the field together throughout Germany. Opel Brand Ambassador and Borussia Dortmund coach Jürgen Klopp will serve as the patron once again.


However, Opel/Vauxhall are also committed to professional football outside of Germany. In addition to the four German clubs, Opel can boast a further seven European partner from the football world. Opel’s sister brand Vauxhall has been the official partner of the Home Nations – England, Scotland, Wales and Northern Ireland for some year and in 2014 they became the official automotive partner in Europe of Liverpool FC. In Turkey, Galatasaray AS is the Opel team. And in the Netherlands Feyenoord players proudly take to the pitch with the Opel Blitz on their chest.


1 Source: Representative study by Repucom, 2014