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Win Tickets to the International Game at the Volkswagen Arena with inside

We’re giving away 50 pairs of tickets to the international friendly between Germany and Serbia.

The national team are looking forward to the international match in Wolfsburg: Anthony Rüdiger (from left), Timo Werner, Leroy Sané, Julian Brandt and Joshua Kimmich.

Just two weeks to go until the Volkswagen Arena in Wolfsburg hosts its second international soccer match. The German national eleven will be taking on Serbia on Wednesday, March 20 at 8:45 pm. Head Coach Joachim Löw is counting on the support of the Wolfsburg public for the team’s first international match of the year.

"I promise that we will be doing everything in our power to put on a good show for the spectators"

Joachim Löw

For his team, the match in Wolfsburg is an all-important warm up ahead of the clash against the Netherlands in Amsterdam just four days later. This match is all about clocking up points to qualify for the World Cup. Germany’s qualifying group also includes Belarus, Estonia, and Northern Ireland.

“For us, this year is also about getting a team together for Euro 2020,” explains Löw, who will also be taking advantage of the trip to Wolfsburg to enjoy a tour of the Volkswagen plant with his players.

inside is giving Volkswagen employees the chance to win one of 50 pairs of tickets for the Germany vs Serbia game. If you would like to take part, email your name, team number, and telephone number to The competition closes at 12 noon on Monday, March 18. Terms and conditions can be found on the Volkswagen Portal.

For those who don’t fancy their chances in the giveaway, tickets will also be available on pre-sale – including in the online shop for the German Football Association at

Behind the Scenes of the New TV Spot

On camera: inside goes backstage with German national soccer team players

Soccer is for all of us” – this is the motto followed by the first advertising campaign now being launched by Volkswagen as the German Football Association’s new partner. The centerpiece of the campaign is a 45-second TV spot that will air on multiple German television channels over the next few weeks.

At the heart of the campaign, which was created by DBB, an agency based in Berlin, are seven national team players. Goalie Manuel Neuer, midfielder Leroy Sané, and the rest of the group take the field at Olympiastadion in Berlin alongside numerous fans, young players and volunteers. There, the pose for a large group photo.

The TV spot was filmed over three days late last year. In the end, director Markus Walter and his crew had a terabyte (or 1,000 gigabytes) of film material to sort through.

More than 250 performers and extras were involved, filming in eleven different locations. The scenes in which the national team players appear were filmed in a hall on the Porsche premises in Leipzig. Experts added the Berlin Olympia­stadion backdrop in afterwards using computer technology.
In addition to the TV spot, the 360-degree campaign will feature ads that will be displayed on billboards in first- and second-league cities in Germany. The campaign will also run online, in particular on soccer websites and Volkswagen’s own media channels.

The TV spot will begin airing on Friday, March 8, on German TV. Starting on February 6, Volkswagen employees will have the opportunity to have an exclusive look before the ad airs through the Volkswagen Portal.

Mr. Sengpiehl, Volkswagen is currently running its first advertising campaign with the national team. Except for the T-Roc, which is shown briefly on several occasions, our models don’t appear in the TV spot. Why not?
For one thing, the purpose of the campaign is to express our fundamental understanding of soccer. We want to convey the values we share with soccer that are particularly important to us: responsibility, team spirit, equality, and trust – values that play a major role both in soccer and at Volkswagen. There are a lot of overlaps there. We want to use this initial campaign to bring home to fans that Volkswagen is the German Football Association’s new partner, which means it is also a partner to all of soccer in Germany.

The campaign’s motto is “Soccer is for all of us.” What is this meant to portray?
From the start, we’ve stressed again and again the fact that it’s not just the national team that we want to support. Although the national team players do serve as the figureheads of German soccer, they ultimately only represent the tip of the iceberg. We want to support soccer at every level: men and women, professionals and amateurs, kids and adults. Not to mention the thousands of volunteers who work so hard for our teams, and without whom none of this would be possible. From youth soccer coaches, to groundskeepers, to parents who organize the carpool schedule. If they weren’t there working so hard to lay the foundations, there’s no chance our national team would be what it is today.

In addition to the German Football Association, Volkswagen also sponsors a lot of other national teams worldwide. It’s also partnered with the Union of European Football Associations (UEFA). Why is soccer so important to Volkswagen?
Soccer remains the world’s biggest platform for communication. 280 million people watched the last European Cup final on television in 2016 alone. We want to take advantage of this platform to present ourselves as a modern, innovative company – and to show the world our latest models, from the Golf 8 to the ID. When soccer fans think about mobility, we want them to automatically think of us.

3 Questions for...

"We Want to Convey Our Values"

Soccer fan: Jochen Sengpiehl (50) has served as Head of Marketing for the Volkswagen brand since September 2017.

A peek inside the exhibition: Volkswagen playfully showcases its soccer connections.

At the Plants: Soccer-Themed Exhibition

What do the German national soccer team, VfL Wolfsburg, and Kickers Emden have in common? All three are sponsored by Volkswagen. A traveling exhibition designed by the Volkswagen Sports Communications team allows employees to experience the full extent of our soccer sponsorship. The exhibition will be opening on March 11 in the BT10 foyer at the Wolfsburg plant. After making pit-stops in the company restaurant “Oase” (March 18–22) and in Hall 90b of the Technical Development department (March 25–29), it will then make its way on a tour of all German Volkswagen plants.

In addition to a variety of interesting facts, the exhibition will offer a whole host of fun activities, including a pretend penalty shoot-out where employees can put their best foot forward, and a quiz to test their football knowledge. There will even be a screen showing the new ad that Volkswagen filmed with the German national team.