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29 Nov 2018

PARTNERSHIP GERMAN FOOTBALL ASSOCIATION WITH MERCEDES-BENZ ENDS

On the last day of this year the partnership between Mercedes-Benz and the German Football Association (DFB) comes to an end. The last appearance as general sponsor of the DFB was the day of the match Germany- The Netherlands (2-2). Mercedes-Benz expressed its thanks its long-term partner for the trusting cooperation. A partnership that lasted for 46 years and Involved the Travego and Tourismo coaches!

Mercedes-Benz and the DFB will be going their separate ways from 2019 when it comes to sports sponsorship. Dieter Zetsche, Chairman of the Board of Management of Daimler AG: "During our decades-long partnership, German football has achieved extraordinary things. It was fantastic to be part of it with Mercedes-Benz!"


The joint success story started in 1972. German football was playing under a particularly auspicious star back then: 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.


The teams and their coaches had Mercedes-Benz Travego and Tourismo buses at their disposal for travel to internationals and training sessions. There was also a driver service for travel to internationals.


Cooperation with the German Football Association has given Mercedes-Benz the perfect framework for presenting the premium brand in top-level international sport over many years. 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.


Mercedes-Benz will now concentrate on its commitment to other disciplines in top-level international sport. The focus is on promoting motorsport, golf, equestrian sport, triathlon and mountain biking.