VfB Stuttgart Revives “Global Brand Alliance” Concept Ahead of 2026 DFB-Pokal Final.

Roger Hampel

Image: VfB Stuttgart 

VfB Stuttgart will once again use the DFB-Pokal final as a platform to highlight its unique regional sponsorship structure involving Mercedes-Benz, Porsche and main sponsor LBBW.

Ahead of Saturday’s DFB-Pokal final against FC Bayern Munich, the club confirmed that players will once again wear special warm-up clothing recognising what VfB describes as a “global brand alliance”.

The activation builds on a similar initiative from the 2025 final, when Stuttgart replaced traditional sponsor visibility with the logos of Mercedes-Benz and Porsche alongside the phrase “Weltmarkenbündnis” — German for “Global Brand Alliance”.

Stuttgart Continues Positioning Local Identity as Commercial Strategy VfB Stuttgart

VfB Stuttgart has increasingly positioned its relationship with major companies from the Stuttgart region itself as a central part of the club’s identity and long-term growth model. Stuttgart is home to VfB Stuttgart, Mercedes-Benz and Porsche, while financial institution LBBW also plays a major role in the club’s commercial ecosystem.

In recent years, Mercedes-Benz and Porsche have jointly invested more than €100 million into the club through equity participation, sponsorship commitments and infrastructure-related projects. The collaboration includes long-term shareholdings, naming-rights involvement connected to MHP Arena and joint initiatives linked to youth development and regional branding.