ABC (Australia) - - NEWS -

AF­TER A MAS­SIVE 46 YEARS, the long­stand­ing sports spon­sor­ship agree­ment be­tween Mercedes-Benz and the Ger­man na­tional men’s foot­ball team – which would in­clude lux­ury coach trans­port that later ex­tended to the women’s teams – has ended, the com­pany con­firms.

For the first time, the Ger­man Foot­ball As­so­ci­a­tion put the au­to­mo­tive part­ner­ship out to ten­der in 2018, and Mercedes-Benz par­tic­i­pated in the process. How­ever, dif­fer­ing views re­gard­ing ac­tiv­i­ties and fi­nan­cial frame­work terms have led to Mercedes-Benz and the Ger­man Foot­ball As­so­ci­a­tion go­ing their separate ways in sports spon­sor­ing as of 2019.

To mark the last joint in­ter­na­tional, Mercedes-Benz is bid­ding farewell with an ad­ver­tise­ment ti­tled The Jour­ney, re­count­ing the many me­mories of the last 46 years via an emo­tional jour­ney through Ger­many’s foot­ball land­scape, it says.

Ac­cord­ing to Daim­ler, the joint “suc­cess story” started in 1972. For the first time Ger­many won the Euro­pean Cham­pi­onship, and the Ger­man Foot­ball As­so­ci­a­tion and Mercedes-Benz started work­ing to­gether on the ba­sis of a part­ner­ship. The col­lab­o­ra­tion was sig­nif­i­cantly ex­tended as part of the 1990 World Cup, and Mercedes-Benz has been a gen­eral spon­sor of the Ger­man Foot­ball As­so­ci­a­tion ever since, it says.


As part of this co­op­er­a­tion, Mercedes-Benz pro­vided spe­cial sup­port for the Ger­man Foot­ball As­so­ci­a­tion’s men’s and women’s na­tional teams, it says.

The teams and their ‘coaches’ had Mercedes-Benz Travego and Tourismo buses at their dis­posal for travel to in­ter­na­tional games and train­ing ses­sions. There was also a driver ser­vice for travel to in­ter­na­tion­als. Foot­ball shirts and leisure cloth­ing of the na­tional play­ers and their coach­ing staff bore MB’s logo and let­ter­ing.

Mercedes-Benz sup­ported the Ger­man Foot­ball As­so­ci­a­tion with large-scale cam­paigns at World and Euro­pean Cham­pi­onships.

Mercedes-Benz has also been com­mit­ted to sports projects with a com­mu­nity and so­cial im­pact, such as the In­te­gra­tion Prize, which Mercedes-Benz and the Ger­man Foot­ball As­so­ci­a­tion ini­ti­ated in 2007. The award hon­ours sports projects which fos­ter the in­te­gra­tion of young peo­ple from a mi­grant back­ground through foot­ball.


Mercedes-Benz will now con­cen­trate on its com­mit­ment to other dis­ci­plines in top-level in­ter­na­tional sport, the com­pany states.

The fo­cus is on pro­mot­ing mo­tor­sport, golf, eques­trian sport, triathlon and moun­tain bik­ing, it ex­plains.

In ad­di­tion to this, Mercedes-Benz is the global spon­sor of the Laver Cup, a top event in in­ter­na­tional ten­nis – named in hon­our of Aus­tralia’s own sport­ing icon – and is the ti­tle spon­sor of the Mercedes Cup in Stuttgart.

Fur­ther­more the com­pany presents the Mercedes-Benz Ju­nior Cup, one of the world’s most im­por­tant youth foot­ball tour­na­ments. The brand is also com­mit­ted to new types of trend sports of a dig­i­tal nature like eS­ports; it sup­ports Ger­man Sports Aid and pro­motes the char­i­ta­ble Lau­reus Foun­da­tion, it says.

Spon­sor­ship ends - no more lux­ury MercedesBenz coaches for the Ger­man men’s or women’s foot­ball teams.

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