VfB Stuttgart Names SunExpress as Premium and Official Airline Partner in Multi-Year Deal.

Roger Hampel

Photo Credit: VfB Stuttgart

VfB Stuttgart has entered into a new strategic partnership with SunExpress, the joint venture between Lufthansa and Turkish Airlines, confirming the airline as the club’s official airline partner and a new Premium Partner. The agreement spans three years and reflects both parties’ shared ambitions to connect with fans through innovation, service, and international reach.

A Strategic Alliance Between Aviation and Sport

The collaboration establishes SunExpress as an integral part of the VfB Stuttgart sponsorship family, with visibility across LED boards at the MHP Arena, and activation through digital campaigns, fan experiences, and brand content both domestically and internationally.

Alexander Wehrle, CEO of VfB Stuttgart, emphasized the strategic value of the partnership:

“SunExpress is an international brand with deep roots in both Germany and Turkey. Their decision to join our Premium Partner circle underlines Stuttgart’s importance as a regional and global platform for brand partnerships.”

The partnership is expected to offer mutual benefits across both B2C and B2B channels, boosting visibility for SunExpress among football fans, business stakeholders, and travelers alike.

Shared Values: Service, Emotion, and Global Connection

SunExpress, known for operating routes between Germany and Turkey as well as across Europe and the Middle East, has an established track record of sports sponsorships. This latest move strengthens its brand positioning in Germany and ties its name to one of the Bundesliga’s most recognized clubs.

Max Kownatzki, CEO of SunExpress, said:

“This partnership with VfB Stuttgart is a natural extension of our mission to connect people and cultures. Whether in the air or on the pitch, we are proud to support emotion-driven moments and meaningful experiences.”

The airline also plans to activate the partnership through interactive fan campaigns, stadium presence, and onboard experiences, strengthening its brand equity in the German sports landscape.

Regional Relevance with International Impact VfB Stuttgart SunExpress

The agreement holds particular importance for the city of Stuttgart, which serves as a transportation hub in southwest Germany. The deal positions SunExpress not only as a sponsor but as a stakeholder in the region’s broader mobility ecosystem, while contributing to the club’s commercial growth and fan engagement efforts.

Rouven Kasper, VfB’s Executive Board Member for Marketing and Sales, added:

“From the very first conversation, it was clear that we share a vision of emotional storytelling and innovation. This partnership will bring value not just to the club, but to our fans and to the broader regional economy.”

A Cultural and Strategic Fit

Beyond commercial goals, the collaboration is also culturally aligned. With VfB Stuttgart’s strong community ties and SunExpress’s focus on connecting diverse regions, both organizations aim to amplify their shared values of accessibility, innovation, and cultural integration.

Helmut Wölfel, Commercial Director at SunExpress, concluded:

“VfB Stuttgart’s energy and international visibility match our strategic repositioning perfectly. Together, we aim to create unique moments for fans and build long-term brand recognition across key markets.”