Lega Serie A Names Volkswagen as Official Automotive and Technology Partner Starting 2025/26.

Roger Hampel

Image: Lega Serie A

Lega Serie A has announced a new exclusive partnership with Volkswagen, appointing the German automotive manufacturer as the league’s first-ever Official Automotive Partner and Technology Partner. The agreement comes into effect at the start of the 2025/26 season and is set to enhance the car brand’s presence across Italian football’s most prominent media platforms and live match content.

Strategic Integration into Serie A Broadcasts and Digital Channels

As part of the multi-season deal, Volkswagen will gain significant visibility during Serie A broadcasts, with branding integrated into television graphics measuring player movement, including metrics such as distance covered. The brand will also feature prominently in editorial content, digital assets, and marquee fixtures.

This marks a strategic alignment for Volkswagen, reinforcing its investment in top-tier football and supporting its broader positioning in the Italian market.

Luigi De Siervo, CEO of Lega Serie A, commented on the partnership:

“This collaboration with Volkswagen represents an opportunity to further develop our brand and highlight the value of Italian football internationally. It’s the first time we’ve appointed an automotive partner, and Volkswagen will be visible at key match moments and in major events throughout the season.”

Volkswagen’s Football Strategy in Focus Serie A Volkswagen

For Volkswagen, the agreement with Serie A adds another chapter to its long-term strategy in football sponsorship, following previous engagements with UEFA, national teams, and, most recently, LALIGA and Liga F in Spain.

Andrea Alessi, Brand Manager of Volkswagen Italia, stated:

“Football is a sport that promotes teamwork, performance and innovation—values that align with our brand. This partnership strengthens our connection with millions of Italian fans and reinforces our vision of a sustainable future, also through sport.”