Mercedes-Benz Bank commits to Stuttgart ahead of relegation decider
Mercedes-Benz Bank, one of the leading automotive banks in Germany and a subsidiary of Daimler Financial Services, has renewed its long-running sponsorship deal with VfB Stuttgart, the soccer club which faces a play-off to remain in the top-tier Bundesliga next season.
The new contract runs to June 2023, with Mercedes-Benz Bank's branding to remain on the front of the club's shirts from the Under-11 team right up to the senior squad.
In addition, EQ, the new Daimler brand for electromobility, will be the sleeve sponsor for Stuttgart from next season, replacing Gazi, the Turkish dairy products company that has had that contract for the past two seasons.
Further, Daimler AG will promote Stuttgart's youth development programmes and its fledgling eSports team.
Mercedes-Benz Bank has been Stuttgart's shirt sponsor since 2012, when it replaced Gazi, while the club plays in the Mercedes-Benz Arena.
The previous deal was renewed in May 2016 following Stuttgart's relegation to 2. Bundesliga, and this latest extension comes as the club faces Union Berlin of the second tier in a two-legged play-off on 23 and 27 May to stay in the top-flight.
Wolfgang Dietrich, president and chairman of the Stuttgart board, said: "I am delighted that our anchor investor Daimler AG is sending out a clear signal for the confidence in VfB and its management as well as our activities in the region as well as our top-level sport with the extension and comprehensive expansion of the successful partnership."
Jochen Röttgermann, Stuttgart board member for marketing and sales, added: "We are fortunate to have Daimler as a global figurehead for Germany as a business location, which is clearly committed to its roots and to VfB Stuttgart... Our partnership is stable and alive. We want to develop further together and open up new areas of cooperation, such as currently in the field of eSports."
Meanwhile, Bundesliga rivals Borussia Dortmund are to be the subject of the latest sports documentary by Amazon, the online retail giant.
The behind-the-scenes series on Dortmund's 2018-19 season, in which they narrowly finished second to Bayern Munich, will be available to Amazon prime Video members in August.
Amazon has made similar documentaries with Manchester City, NFL American football teams the Arizona Cardinals, Dallas Cowboys and Los Angeles Rams, the New Zealand All Blacks rugby union team, and Grand Prix Driver, which went behind the scenes of the McLaren Formula 1 team.